Have you noticed how I keep telling that social media (and well, pretty much anything online) is all about being personal? Instead of groups, the targets need to be seen as persons, individuals. So why do I go on and on about this?
Well, do a little web search about anything, especially anything everyday and kind of trivial. Something to do with health. Or drying rack for washed clothes. Or family stuff, like something to do with babies. Breastfeeding, perhaps. You are likely to find a thread on a forum, questions and answers. Read a few and you'll see the things are soon heating up and ending into a futile argument.
Us humans, we take things personally. We can take anything personally, even things that don't have anything to do with us. Selfish, yes. Human, oh yes.
Online that all gets emphasized, cause the conversations tend to be shattered. We are all going through these shattered conversations, sometimes more or less monologues, in our own little bubbles, staring at the screen. In addition most people don't seem to know how to write things without sounding like all knowing jerks. Anyways, things get personal and fast.
When trying to get the word out of your thing (that's what's usually called marketing), this is where to hit: Remember, it's all personal for your audience. They will take it personally, whether you wanted it or not. And it's something to take advantage of.
Make them feel special. Make them feel heard. Maybe, if you are brave enough, make them heat up and argue. There's no such thing as nothing personal, just business. It's nothing but personal, even when it's business.