General Electric (GE) has more than 200,000 Facebook friends and more than 50,000 Twitter followers. It posts photos, questions and tells jokes on the broadcast networks, resulting in hundreds of "likes," comments and mentions. [Paul Marcum] says "friendships" on social networks are like real friendships; you have to earn users' loyalty. Brands have to engage with fans for them to engage with you. Similarly, you should not talk about yourself all the time, he says.