Social mediums are really no different than any other. In a quest for commercial free entertainment, consumers will block out any ad related content that they can. Sure, you may have thousands of followers on Twitter or Facebook but that doesn't mean they are reading your messages. With features like Facebook's hide function or Twitter's lists they are only reading messages from those that they find entertaining and are most likely secretly blocking the rest.

Here's a few things you can do in order to make sure that doesn't happen to you:

I. Post things that are relevant to your brand but aren't self-serving.

II. Give them what they want – attention! If you like your followers posts or have something to add, go ahead and comment. It will make them feel special.

III. Let them in – Include your fans in decisions that may affect them. They will feel like they have the inside scoop. And what's better than free research?

IV. Your fans are important to you. Make sure they know that. Occasionally offer specials that are only good to your followers.

V. What's the point if you can't get your messages out? Yes, it is okay to post commercial messages. However, be warned – if this happens too frequently or they appear to be irrelevant you will get the axe.

VI. The most important thing is to have fun. I have personally stopped reading posts from several close friends. Why? Because I grew tired of hearing about how terrible their day was, how much they dislike their job, or why they wish _____ would take a long walk off a short pier. Yes, it is okay to take a stance or to occasionally voice frustration – it humanizes your brand. But don't get wrapped up in it. View it the same way you would a cocktail party. The relationship your fans have with your brand should be a positive one. If your posts make them want to spend more time with you, they will. But if you're a party pooper, you won't get invited anymore.