I think it’s a common misconception: companies eschew marketing themselves because they disdain self-promotion. I’ve definitely been in meetings where clients have shied away from what they thought would be “tooting their own horn.”
That’s not at all what marketing or social media engagement should be. NOT AT ALL.
Instead, teach us something. Opine. Shed light. Tell the backstory. Illustrate a point. Give us your take on a national or international brand. Let us get to know you and what you like to do.
Be authentic. Share a lesson learned. Sing a song. Make us laugh.
But really, there’s no need for self-promotion in marketing.