In my opinion, the most appealing social media accounts are the ones where you see a glimpse of the human behind the brand. A sense of humour, yes, but also a lightness of touch, a wry comment rather than a laugh out loud caption. Because humans buy from humans, and before we buy from a brand, we want to understand more about their values, their passions and what makes them tick. Don’t be the person at the social media party who’s broadcasting about how great they are. Observe, join in, comment.