Branding should be all about you. It should be all about your customers. Too much self-promotion on social media is a big turnoff for people. Remember that people are tuned into one radio station: WII FM, an acronym that stands for “What’s in it for me?” Create a customer persona, or an ideal customer, and think about how your brand solves problems for that ideal customer. Then, target your social media marketing efforts around that narrative and you’ll build a winning formula.