The key to effective social media is being ‘social’.
Social is vital to driving site traffic, but it needs to be treated as a separate entity. Yes, you should link to your own content but say something engaging about it. Take advantage of the space and entice the reader. In addition, reach your social audience with items that will speak to them that aren’t necessarily directly tied to your property.
Generate content only for social. Yeti Ramblers are a hot product with this audience.
Sell the audience but deliver the sales pitch in a more informative way. Less an ad, and more content.
Email marketing, content marketing, and social media are a few of the methods I use to promote sites and content.
The most direct, and perhaps the most efficient (fewer opt outs) to create an email database is via a pop up on your site. If a user enters their email address they are more likely to interact with you and your sponsors than if they start receiving emails from something they didn’t explicitly sign up for.