This sponsored post is produced by Microsoft.Your brand s long-term social media strategy could use a more personal touch.

As you plan, consider one thing: How do you make friends in your own life?

Do you spam strangers with long-winded reasons to accept your friendship, or do you show value by starting a two-way conversation?

Making a friend in the real world is equivalent to gaining a follower in the brand world.

It has to be approachable, mutually beneficial, and most importantly, authentic.

And it shows — 63 percent of consumers prefer to buy from brands that are more authentic than their competitors.The more you socialize your brand, the more likely customers will develop a bond and engage with your business, sticking with you for the long term.

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