Yes, it may sound counter-intuitive, but you should only be self-promoting on social media about 20% of the time.
People use social media to be social, they don't want to be subjected to your online sales pitch.
Posting about things that are valuable and relevant to your customers 80% of the time will not only encourage conversation, it will lighten your marketing load because you'll be curating content rather than having to constantly create it.
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