Coming across as authentic in your social media marketing can be a major asset in today’s world. No longer do customers want to give their money to brands that are aloof and faceless. People want to do business with brands that have personality and life—with businesses that they can trust because they believe they are being authentic. Many brands are not authentic not because they are trying to deceive their customer, but because they are trying to put their best foot forward.

How can your brand be more authentic and still put its best foot forward? The truth is that authenticity is difficult to grasp and difficult to cultivate, but here are ten ways that your brand can be more authentic on its social media accounts:

1. Post real photos

There is nothing less authentic than photos of your people, office, and brand that have been doctored and photoshopped. Today’s consumer is hyper aware of this trend and while many will do it to their own photos before they post them online, they will also be critical of brands that take the time to clean up their photos before they hit the internet. Post real photos of your brand’s reality—don’t always post just the best of the best and definitely don’t always post pictures that have been photoshopped.

2. Post more pictures in general

Why bother posting more pictures? Because pictures show that there are humans behind the brand. Consider posting pictures of your staff at work, pictures of them gathered to celebrate a birthday or other event, pictures of your product or (if possible) service in action.

3. Use a personable tone

Lots of corporations write like, well, corporations online. Everything sounds so stiff and formal. If you want your brand to be more authentic, use a more personable tone. While you do want to stay consistent when it comes to your brand’s voice, that doesn’t mean that your brand’s voice shouldn’t have personality. It can be funny and engaging and still be professional.

Shaqtin’… @atlhawks

— Sacramento Kings (@SacramentoKings) March 17, 2015

4. Respond to questions and comments personally

Social media is a great opportunity to interact with your customers or clients on a personal level. Some of today’s most successful brands are successful because when their followers ask a question or post a comment, they respond to those questions and comments. Especially if a comment has spawned a conversation, don’t be afraid to get involved.

5. Don’t copy and paste responses

Anyone scrolling through your feed is going to notice immediately if you just copy and paste something like “Thanks for your comment! Please contact our customer service department to discuss this issue further,” after every questions or comment. It certainly takes more time to write a real response to each question, but it also makes your brand appear much more authentic.

6. Have opinions

It might be very safe, public relations-wise, to not have opinions about anything. You will look fake, however, if you never post an opinion about anything. Taking a stance, even a measured one, will make you look much more authentic, and even people who disagree with you will respect the fact that you were brave enough to speak out if you felt like something needed to be said. This doesn’t mean, however, that you should use your brand’s social media account to broadcast your own personal opinions all the time—only if it seems necessary and appropriate.

7. Express gratitude

Does your brand have anything to be grateful for? When you thank your staff or your investors or someone else who has helped your brand in some way, you show that you are, in fact, real people who have emotions. Especially when you see success, take time to thank the people who have helped you reach that success.

8. Get personal, but not too personal

Your followers like hearing about what is going on with the people behind the brand, but your brand shouldn’t be a replacement for their daily soap operas. If you are taking a break from social media for a few days because you are traveling to a funeral, that is probably fine to share—your followers were share their condolences. Any fighting among your staff, however, is probably not fine to share.

9. Do not only post planned posts

Being able to schedule your posts is easy and prevents managing your account from becoming a hassle, but it also sucks the spontaneity and authenticity out of your brand. Occasionally post about things that are happening in real time.

10. Showcase the people behind the brand

Don’t just post pictures of them—interview them and post those interviews on your profiles, let them do Instagram or Facebook takeovers of your brand profile. Get them involved and let your followers see the individual personalities of the people behind your brand.