How to Find Your Authentic Voice on Social MediaHow do you engage customers on social media--without sounding like you're marketing to them? Let the Esquire guy be your guide.

Let's assume you're representing your business in some official capacity. Let's assume you're the one in direct control of the messages. Let's also assume you're identifying yourself as "The Company"--that you're "Crazy Pete's," not "Crazy Pete."

Let's also assume that, in general, you market to your customers with some measure of humanity, and that even though it's the company talking, there seems to be a human being driving the message.