– Discuss those things that are relevant to your audience. Be helpful. Be real. Be honest. If you are genuinely trying to solve problems and hear what your customers are saying, they will value your input, product, service, and brand.
Qatar Airways shows personality and leverages their sponsorship of a football club while appealing to their audience, also football fans. They post things their fans care about, building their brand authentically. Qatar Airways clearly has dedicated staff responding to Facebook posts, questions, and complaints, as evidenced by the speedy reply to comments and questions.
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