It means companies who have been using social media have for marketing can use the user as marketing data, they only have to collect the users data and method of messaging contacting them. Such as everytime you give promotions you give away products, merchandizes made by your company, when launching some of your products, interacting with users, you will ask the users, users in comments: " hello there, would you like to receive some of our goodies, give away, please leave your details for shipping the give away".
You will ask the products for giveaway how to set value of products for giveaway. You will realize goods which make and produced by you are not complicated for giveaway, because you already know the cost to make the products if the brands, manufacturer are yourself.
So the user are always there, you just have to harvest, collect the users contacts, other informations.
You can also interact with the users for other functions, you collect the users contacts, informations for yourself. Other functions such as other than giveaways, such as surveys, others.
Sometimes entertainnents, treats related giveaways are very accepted too. Such as giving movie tickets, tickets to other entertainments, tickets for visits to different places, treats of food, beverages by vouchers, food, beverages cards with top up value, entertainment and treats giveaway together, giveaway cards with topped up value for shopping, someother related items which collect, kept value for giveaways. Don't forget to share the giveaways contests, others.