Products, like people, have personalities. For example, Patagonia is outdoors, adventurous, and environmentally conscious. When you think of this brand, you think about the mountains and a thirst for adventure, not so much about jackets or ski pants.

If you want your brand to sell, ...

Social media allows brands to engage with their audience and listen to their feedback. 

Unhappy customers are a great source of learning. Personal communication can turn a poor customer experience into a positive experience. Look through reviews and address every complaint personally. 

Brands that post once a day or multiple times a week have a better audience engagement than those that do not post regularly. 

Ensure to produce content regularly and post it to different social media sites. You can do this manually or use one of the many tools for scheduling posts.

Don't stay with the conventional social media sites or to what everyone else is doing.

Try out new ideas. Shake up the content of your blog or create a Snapchat account. Measure the impact to see what works best.

Know your audience inside and out. Know which social media platforms they frequent and maintain a presence on those sites. Create content your audience wants to see.

• Engage your audience. Start conversations, hold contests, and ask for input and feedback.