As I always point out, social networks are businesses and they need to make money. They don’t want to make happy business that are using their free services, they want to make them a bit happy and get them to pay for services. But they still leave some open doors, which you, as a business, can use to get to your already ‘acquired’ community (Fans/Followers). It’s your job to find a way to get to your audiences on a regular basis, if paid or not, you have to find the right mix. For finding the right mix you need experience and dedicate time into research on what works best.
But I won’t leave it like that, I will give you 5 tips where to start optimizing the outreach to your community.