How King Arthur Flour is Using Social Media as a Customer Acquisition Source

5. Be real. People want to talk to people, not robots. Furthermore, they want the brands with which they engage with on social media to be interested and focused on their wants, needs and desires, not the other way around. Be obsessed with your customers, Tine said. Follow Apple's approach: be so in-tune with your customers that you can identify what their problems are before they even know they have them.