We are at a point in history where our proxies online might be more social than our analog, physical selves. This means your online social skills are crucial if you wish to be liked by your online community, whether it be on Instagram, Twitter, Facebook or YouTube (to name but a few).
Users are looking for all kinds of different characteristics: witty, educational, stylish, fun or even radical. Whatever these characteristics are, they must be consistent, so that you do not transform your brand identity every time you update your status.
This can be achieved with good communication design, analysis of the audience behavior and occasional campaigns that grab the hearts of your users.