If you are running a social media campaign for a well known national brand you can get away with posting mainly advertising messages. However, if you are running a social media campaign for a smaller business this is a deadly strategy. Why? The reason is simple, a major corporation already has a "fan base" and and people expect and will respond to advertising messages from a large company that they are familiar with. A smaller and/or lesser known company, however, needs to interact with customers and potential customers as a "friend" and not as an advertiser, otherwise they will turn people off.
What makes the difference between connecting and advertising? It starts with listening to other people and being interested in them. If your only intention is making a sale, you will likely fail in your social media efforts. If you are interested in people and in connecting with them, you will eventually be in a position of friendship and trust with them and they will be interested in what you have to say and in hearing about your products or services.
