Picture this: You’re at a party engaged in a conversation with some truly interesting people.
In walks a guy wearing one of those collared tees with a company logo, handing out business cards and talking about referral specials.

It’s a turn off, right? It’s the wrong place, wrong time, and wrong approach. Nobody wants
their social event hijacked by someone who’s only self-promoting. The same rules apply to
social media.

This doesn’t mean that company brands can’t join the party. They just have to brush up on their people skills to do it. That’s where the real power in social media lies: in one person at a time. That’s why a lone blogger with an opinion and a ton of fearlessness can trump a PR company when it comes to influence. That’s why a corporation with hundreds of employees needs to harness the power of one.

Here are a few tips to get you started. Feel free to also file under How to be a likeable person:

1. Listen.
You know how they say the key to a good conversation is to ask questions? It’s because people want to be heard. Listen to what people are saying—not just about you, but about themselves, your industry, and their worlds. It’s the only way to join a conversation and actually contribute
to it.

2. Have an opinion and a mission.
Your company stands for certain things, so don’t be afraid to stand behind them. After all, if you have nothing to say, what’s the point of building an online platform?

3. Have a voice.
We’ve all heard social media compared to chatter. Stand out from all the talk by having a distinct voice. This post by Howard Solomon sums it up perfectly: “Your brand’s message begins your conversation with the consumer, but it’s the voice that keeps them listening.” 

4. Share.
Whatever you’re sharing, whether it’s information, tips, giveaways, laughs, sales, or a behind-the-scenes look at how your day’s going, make sure it’s something people really want. Then be generous and gracious about it.

5. You’re not helping yourself by only helping yourself.
Your Twitter followers don’t need to see every #FF you’ve ever been mentioned in, or every compliment that’s sent your way. Keep them and their needs in mind with every interaction for better social media karma all around.

Natalia Sylvester is a writer and editor based in Austin, Texas. Connect with her on Twitter or LinkedIn.