Win/Win is social media is just the same as in business,
– Lose / Win – you give all your knowledge away and people do it themselves.
– Win / Lose – you use the hard sell, links to product pages over the place, you may get some orders (you win) but there is no real benefit to the general listener
– Win / Win, you post useful info to inform and encourages people to engage with your subject (they win) , you become a recognised expert (you win) as people begin to use your snippets (they win) ultimately they recognise they can not do it all themselves and as you are their go to expert they ask you for your services (you win) you both grow an ongoing business relationship (win/win)
Note the order this happens in, They Win first, you give, they gain. Then you start to win too.
References and Inspiration in 7 Habits of Highly Social Media – Intro