Listen and respond. Invite people to get to know you. Participate in a way that feels natural to the user. Admit what you don’t know. Be human.

Offer users insight into your organization. What are your values? What do you offer? Talk about the "why" of what you do, not just the day-to-day "what." 

Invite users to make a relationship with you part of their social identity, and to join you in your mission to make the world better informed. 

These posts overperformed. Users clearly responded to them.

Regardless of how users responded, this type of post is worth repeating.

These posts underperformed. Users just didn’t respond to them.