As we said earlier in this chapter, Twitter gives you a phenomenal chance to reveal the human side of your organization, helping people connect with a person or people who work for you. That starts with identifying your staffers on Twitter. The next step is posting the occasional personal update.

The personal updates don’t have to be constant, and it’s fine if they’re work-related. But do add them in sometimes, as your followers like getting them a lot more than you probably expect.

For instance, Omnivore Books (@omnivorebooks) is a culinary bookstore—but followers loved this picture of a customer’s puppy. Food52 (@food52), a cooking site, has nothing to do with chinchillas, but this snippet of an overheard conversation gives followers a funny glimpse behind the scenes.