Do you know what Humans of New York is? If you use Facebook as part of your strategy for reaching people online, maybe you think that HONY is the exception that proves the rule.

Maybe you heard about this randomized Tumblr, which parodies the tone of so many bios you see across Twitter and Instagram. If not, give it a try! I will wait.

In a past (career) life, I worked as a fact-checker and copy editor for national magazines. That included fact-checking and copy editing the magazine cover, which meant I got to see all of the other editors' notes on the "cover lines"—those enticing titles framing the cover girl. I learned how editors construct cover lines and how they choose what to call out on the cover.

Today, the Brilliant Business Moms posted my conversation with them about their Facebook brand page. They do a great job sharing their brand on social media. We talked about a lot of things, but one theme I returned to over and over: Put yourself in their shoes.