Successful business starts with people. We now have the capacity to connect with nearly 1.7 billion people around the planet via social media (an 18% increase from 2013). That’s an incredible opportunity to connect with clients all over the world who are thrilled about your product or service.

Many businesses waste this opportunity by making the mistake of focusing on acquiring social media followers, rather than creating brand champions. Brand champions are loyal customers who believe in your business and are eager to share with their friends and colleagues. While stunning visuals, compelling content, and catchy copy are all helpful in increasing one’s presence, the secret to stellar social media is to build relationships.

3 Ways to Start Building Relationships on Social Media:

1. Focus on Connections, Not Followers: followers are important, but engaged and connected followers are more significant and likely to turn into customers. I see numerous pages with 10,000+ likes on Facebook and 0-3 likes per post, which makes the company look uninteresting. Instead, ask questions to engage. Show that you care about your audience and are genuinely interested in connecting with them. Keep it specific and easy to answer, i.e. “If you could pick up your passport right now and hop on a plane, where would you go?”

2. Speak to someone, not at him/her: remember that behind every computer or mobile screen is a person. Often companies treat their social media as a newsfeed, talking about all the cool things they do. We all have that friend in our Facebook feed that posts a thousand photos of their kid. If it gets old and earns a “hide” on Facebook from a friend, imagine how clients feel. If your company released a new version of your travel app, say something that shows your excitement about your product and also connects with your ideal client’s needs and wants, “We’re thrilled to announce the latest version of Travel! Click here to see how we’ve enlisted your feedback to make it even easier for you to get to Europe on your next vacation: bit.ly”

3. Keep it Simple. Keep it Real: with all the posts, tweets, pins, and emails we receive daily, it is easy for everyone to become overwhelmed by social media, so keep it simple. Determine what matters most to your audience and connect with them around it. Show that you can relate to the dreams and concerns of your demographic and speak to them from a place of understanding. Be real and true to your brand. The best relationships stem from authentic connection. And most importantly, have fun! People can feel the difference between “We are proud to announce our new app.” and “Our new app is up and we are thrilled to share it with our community! Can’t wait to hear what you think!”

Investing in relationships is one of the smartest moves any business can make. Customers still buy from people and companies they know, like, and trust.

Think of one of your best friends who is your own brand champion. Go back to how that relationship started. Maybe it was at a party or through business, but it most likely began because the two of you shared common interests and connected in some way. That initial conversation turned into mutual understanding, appreciation, and ultimately, a deep friendship.

The details are different on social media but the fundamentals are the same. When caught up in the overwhelm of social media analytics, tweets, and link shorteners, remember to tap into what lights you up when you think about your product or service and focus on making real connections with real people. Speak to them from a place of passion, not automation.

When you do, you’ll find that social media becomes more meaningful. You’ll create relationships. And most importantly, your business will attract brand champions who believe in who you are, what you do, and the value your business adds to the world.

This post was also featured in WeWork’s Creator