Social media channels are starting to replace traditional mediums such as radio and television when it comes to creating brand awareness. One good method of showing brand personality on social media is to make such interactions more personal.
How your brand is perceived is greatly influenced by the way you engage with people on social media and making interactions personal will make them feel much more connected to your brand.
This means that you should respond to comments on Twitter and Facebook with dialogue that does not sound generic or scripted. The more real interactions on social media are, the more comfortable and connected people are going to feel with and to your brand.
Using humor is also a good idea. So long as the content continues to be relevant to your industry and likely to resonate with the sense of your humor of your target market, there is no good reason why humor should not be embraced on social media.