You have a story to share, a new song, or a show in a local gallery. The focus here is on "name value" and it can be a person, place, or thing. A band uses Twitter to tell fans when they are playing. A CEO writes a daily blog to provide insights into a business segment, technology, or trend. A fashion designer builds a brand on Facebook. Social media lets people follow someone because of who they are and what they do:
Leveraging social media is about giving fans and followers some insight, information, or advantage from the relationship they have with you. Do people listen when you talk? Do they admire your craft or dance to your music? Do you have a local following? Social media is a great way to "draw a crowd."