Social Media is all about engaging with the target audience ( prospective customers - now, 1-5 years down the line ), interacting with them and staying relevant for them. 

Major brands have mastered the art of connecting with their audience. Some of the prominent examples are: Apple, Zara, Westside, and the recent amazing experience I had with Sennheiser. Here is what happened with me when I posted a post about how amazing my sennheiser headphones were: