No need to go into any academic discussions about Rational Choice Theorems, it just takes a little common sense to realize that people need a reason to take an action, any action, no matter how small it might be.

Dell has done a good job incentivizing their social media–in this case, Twitter. Followers to @DellOutlet gain access to exclusive sales and discounts and it’s actually been lucrative for Dell.

Even if you’re not selling anything or trying to make money, figure out a way to build incentives into your social media efforts. Is there an interesting study you’ve conducted that you could share? Perhaps a series of links to really smart, meaningful, and relevant content? Maybe an opportunity for individuals to engage with you one-on-one, asking questions and getting expert answers?

Give your audience a reason to engage with you within the social media space.