Writer’s Note: Hundred Trees is a condominium development in Singapore. Hundred Trees is on Twitter and Facebook. Please note that I have personally seen @hundredtrees reply to tweets previously (if you don’t see any in their current timeline). Credit to @hundredtrees for being social when it mattered.

So what should brands do instead?

Connect with the audience or, at a minimum, share content or thoughts beyond the peddled products. Behave and be a real person behind a computer and the Twitter account (or any social media tools). That is somehow much easier to relate to from a customer’s point-of-view. “We as humans love to project personalities on inanimate objects.” (CoTweet)

Now, this is how Royal Plaza on Scotts does it on Twitter.

Writer’s Note: Royal Plaza on Scotts is a 5-star business hotel within Orchard Rd shopping district, Singapore. Follow @royalplazatweet on Twitter or visit their Facebook Page.

If you do it well…