Step off your podium and join the party
Most people/companies treat social media like media sans social.
They act as if they were standing on a podium and the rest of the world is the crowd.
There is a better way to have a better experiance on SOCIAL media. Be social. Throw away the notion that you are building a audience and focus on building connections.
Treat Facebook, Twitter, Medium, etc like a big party.
Throw away your podium and join the party.