Much like any other kind of human relationship, this bond is deepened through mutually exchanged value. It is kept open by good faith on both sides.

It is often said that marketing is a promise, and, as marketing author Seth Godin often reminds his many fans, good marketers keep those promises. Or, if they can’t be kept, avoid making them in the first place.

So be strategic. Create value. Experiment and take risks creatively. Do all this in a way that stays consistently true to your brand and its values and like-minded people will engage with you on social media.

Join the discussion

Share an example in the comments below of a brand or organisation which you feel consistently shares high quality, engaging content on social media platforms. Describe the style and tone of their content.

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.