Social media training for the novice starts with providing exactly the kind of information and interactivity your audience wants, not what you want them to have.
Pushing coupons or having sweepstakes has its place but you need more substance than that.
Consider posting facts about your company, the brand or products.
Share some interesting news about things happening in your daily activities that has wow factor.
For instance you can include fun facts about what's going "behind the scenes", how ingredients are chosen for the meals you serve, why jazzercise class was discontinued on Friday's, why you buy from local merchants, why legal documents are printed on blue card stock and so on.
Start listening to your readers.
When they submit a comment you should respond.
Monitor what is being said about your company on other sites, blogs, social media and make relevant comments on that site.
Remember social media has evolved because of the continuous access it provides.
Its purpose is not to simply broadcast, but rather give people a voice in things they ordinarily don't have.
Similarly, make sure that you give your audience ways to express their opinions.
Ask open-ended questions, run surveys and polls, include them in new product development, etc.
The more you allow them to participate, the more eager they are to do business with you.
Keep in mind that interaction is the key to a successful social media campaign.
Social media training is critical to the growth of your business and brand.
It's not just about having a website.
You need to visible in multiple places when local consumers are looking for your product or service.