That's a very good point that people often fail to consider!

I'm far from expert in this, but I'll reply with what my wife would say. She's in a completely unrelated, non-technical field and has a pretty good online following. In short: post things people are interested in, follow up with the ones who respond or ask questions and be genuinely interested in the people who follow you. Don't be fake.

The theory is simple, putting it into practice for your particular field is the hard part :-)