You created a Facebook fan page and now have thousands of fans. How are are you interacting with them?
Telling them about discounts even non-fans get? Stop, give unique codes for discounts above and beyond what's in-market, or have them text in to get a code sent to their mobile phone so they have access to it whether they make their next shopping trip online or offline.
Speaking to the entire fan-base? Stop, speak to someone individually. Call him out by name. Ask her specifically what she thinks, when they're going shopping next, how you can help her specifically.
Most brands I see on FB, as well as Twitter, are taking a mass media approach. If you can't interact with them like they're your friends, what's the point? Only by engaging a fan as an individual, will you truly affect consumer behavior.
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