If you have new neighbours, what do you normally do to break the ice and get to know them better? In real lives, people create chances to interact with new people that they want to be friends with.
Even brands trying to become relevant in the social life of fans need to work on opportunities to interact with Fans. Along with doling out freebies and special offers, try using humor or tap into trending topics to create interactions. Even if it means you ask the fans to try and type with their elbows!