Social media is an invaluable marketing tool but you need to avoid using it simply for impersonal self promotion. The focus should be people not posts. This means responding to people with an individual reply and not just an automated reply that activates whenever the brand is mentioned. Listening and responding to comments on social media will result in the brand being held in higher regard. It is also important to think about making posts interesting. Continual self promotion will not gain readers. There needs to be a balance by including interesting information so that readers will want to