You're copying the wrong behaviour. The marketing staff at XCorp engage in all kinds of marketing that you likelh don't want;the behaviour you are describing is

You're copying the wrong behaviour. The marketing staff at XCorp engage in all kinds of marketing that you likelh don't want;the behaviour you are describing is either a deliberate brand awareness campaign, or an accidental pursuit of likes/follows ignoring engagement (often an easy way to boost your appraisal). For small companies and projects: Focus on your niche. If it isn't relevant, don't send it. Determine a relevance bar and stick to it (when you get settled you can try playing with this if you care) Set a limit to how much you send, and over which channels. Set a target as well. Don't lower quality to meet target. Set up triggers for relevant events (your competitors trending, HN/core forum discussions on your topic) and have a small list of things to do when they happen.