Social media is much more than posting and commenting. For your business to thrive—online and in person—you need to make the most of those connections. And one of the best, most organic ways to do that is to figure out how your employees can use their personal brands on social media to promote your business.

Twitter is much different than it was when I signed up as one of the very first users back in the early aughts. Today’s Twitter feed is packed with content that’s crafted for a particular audience and features I couldn’t have imagined back then. There’s a handful of tips that can guide the way in terms of how to use Twitter to grow a business.

A live video on Facebook or Instagram is a high-engagement way to build rapport with your audience and demonstrate relatability and personality. It can be intimidating at first but I promise: Once you get started, you’ll find that creating engaging live video on social media is an effective and fun way to connect with your audience.