1. Offer a Gift for Super-Fans
Suggest they choose a few devotees engaged with their brand on social media. Choose an item or two that would appeal to them and reward them for their loyalty. Send the person a direct message with something like, “Thank you for being a loyal brand follower; here’s a special gift for you!” Also consider putting together a box of surprise items with retail-inspired products from industry suppliers and ask them to share their “unboxing” on social.

2. Ask for a Shout Out
Give followers an opportunity to engage with the brand to receive an item. The message could be, “Be one of the first 50 people to retweet our big news and you’ll receive this special item.” But be very specific about what they’re eligible to receive.

3. Drive Demand With Limited-Edition Items
Have the company let fans know that a limited-edition item will be made available for purchase, either at brick-and-mortar or an e-commerce site, and make it something unique. Consider fun home décor or lifestyle products (like PJ pants).

4. Tie It to a Cause
Attach a special cause to a branded item and push the effort over social media. For example, suggest branded pet collars or dog bowls, and offer them for sale with a portion of the proceeds going to adoption efforts or shelters. As a bonus, followers can be asked to take a selfie with their dog and the item they purchased from your client.