Don’t be spammer. Spamming will get you noticed, and not in a good way. That means, do not auto-generate links to your web site, or links on your twitter feed, and so on. What you do want to is engage and converse. Respond to followers’ comments, and follow people back. Retweet or re-pin: that is a digital form of “thank you” and give the originator a sense of acknowledgement and recognition. Post regularly, but you do not have to set Hootsuite to send 20 tweets in an hour, with links to God knows what.

Use multimedia to get noticed: engage your audience with emails containing useful information (not only to sell things); drop your audience a real-life postcard every now and again, perhaps even including a hand-written note; and pay attention to the tone and tenor of your voice. Be authentic, be real, be human.