Create a unified brand voice across all your channels:
An outlet to create a first-person channel that posts engaging consumer-relevant information, interacts with customers, and shares helpful news/blog posts/other links.
A social channel to interact with customers, share links/news, advice, and encourage engagement. Many larger organizations have a separate twitter to tae customer complaints/serve as a help center tool.
A photo-sharing channel that underscores the brand lifestyle and inspiration. Other Pinterest boards can be used to pin press mentions, blog posts and more.
A first-person photo sharing tool which allows brands to cultivate awareness, promote new product launches in a visually appealing method, and to identify themselves as a lifestyle brand beyond just sales and into a culture.