For communicators who are used to a one-way broadcast, today's media landscape is not very receptive. People are used to participating in communication and having their own voices broadcast to followers, thanks to the popularity of social media.
Löwgren and Reimer (2013) point out, "with many new forms of digital media--including such popular social media as Facebook, Twitter, and Flickr--the people formerly known as the audience no longer only consume but also produce and even design media."
The modern communicator must know how to have a conversation with people online, especially through social media and review sites. Through social media, people can engage with entities by tagging them, direct messaging them, and more. In review sites, companies often have the ability to respond to reviewers, joining a conversation that is being had about them.
In these circumstances, it's important for communications professionals to engage in a way that is authentic and consistent with the brand they represent. If you are interacting with someone through Facebook, the same tool they use to talk to family and friends, they will know when you are pushing brand jargon and not being authentic and paying attention to their needs. On the flip side, you do not want to be just like their friends and family--because you're not. You must still interact in a way that fits your brand identity.
To expand on some of these ideas, check out this video for 6 tips to engage a social media audience.
References
Löwgren, J., & Reimer, B.
(2013). Collaborative Media: production,
consumption, and design interventions. Cambridge, Massachusettes: MIT
Press.