Do not make it all about your brand. Consumers are more likely to engage positively and passionately if the content you share takes their standpoint, rather than that of your brand (or you). With your messages, speak more to “them” than about “you”, that is, focus more on how to educate and entertain them as well as how to help them get socialized with the other members of the (brand) community and, hopefully, with you as another member of the community. For optimal engagement, follow the 80/20 rule where 80% of the content is consumer-centric and 20% of the content is brand-centric and sales-oriented. That is, for every four social media posts that help your consumers get educated, entertained, and socialized, share just one post that focuses merely on selling.