Social Media, by nature, is not an intimate space. Considering the level of exposure that can occur online, however, it is realized that it can be a very vulnerable space, particularly if left untended. Our ability to be open and honest, in a way that communicates and connects with people on a more intimate level, the more we can manage how we are perceived by the online audience. Just because it is not an intimate space by nature, does not mean we cannot create a sense of intimacy.
Let the personality of the social media manager (or yourself) also engage your audience in personable and human ways – sharing common traits and interests that connect people. This intersperses the marketing messages, bringing the human relationship into the online space you manage, and becomes a more inviting and recognizable space as a community forms.
The caution here is to not overdo the marketing and selling. If all we do is push products and services, our relevance can become stale quickly, as people tire of seeing the same thing repeatedly. If you haven’t time to manage the space and contribute more than what you sell, spread your message out more over time. Don’t flood it repeatedly. This will help it remain fresh when it does appear.