X (formerly Twitter), with its 237.8 million daily active users, is a platform with a ton of potential for companies to increase awareness and build their brand personality. In recent years, big names like Netflix, Wendy’s, and Taco Bell have become X famous for their witty commentary and personable interactions with their followers.

But how can companies build their reputation as original, relatable, and dependable while still maintaining their unique voice? Social media has transformed the relationship between individuals and organizations — which is why the community management role is now so vital.