I've been guilty of dividing in my mind the promotional and conversational. Promotional posts are poorer if they don't promote a little conversation. 

One Man & His Blog: When did you last reply to someone on a social network?, 2025-Jun-9 by Adam Tinworth

When did you last use it as a place to interact and discuss, rather than as a place to promote and sell? When did you last use it as a place for personal contact and relationship, rather than as a marketing tool? Are you paying lip-service to the idea of community, or are you putting the effort into developing a real relationship with your audience?

This is also the only true antidote to the rise of the dead internet. As algorithmic services reward posts with the most “engagement”, more social networks full up with AI slop, purpose-created to be algorithmically effective. The counter to that is to reject simplistic “engagement” as a metric, and think of value:

• If I get thousands of likes on a low-effort piece of content, how does that help me to build a community around my content? It doesn't.
• Conversely, if I get a small number of people engaging around some more personal posting, isn't that helping develop an actual, emotional bond?

… Many people in journalism overweight the intellectual need for our work, and undervalue the emotional connection it can build.