Frequently with brands a social post is a tiny finish line. It is an accomplishment and time to move onto the next post on the calendar. I challenge that attitude.
Hopefully, when a brand says something it is the beginning of a conversation. It is the start of dialogue that helps deepen a relationship the brand and consumer have. It is interesting enough that a community member thinks about it. Does it raise a question? Ask for an action? A response? Likely not literally. But it should be intriguing. And when that question is asked you have a community manager ready to engage. Ready to have a conversation from one person to another. This is how you humanize your brand.
Advertisers have hundreds of planned posts per month in social channels. Hundreds of start lines. Hundreds of places to see what the community wants to engage with you on.