Building loyalty with your customers is crucial for growing a business, but trying too hard can also get your company skewered on social media. 

Take it from Foursquare co-founder Dennis Crowley, who attributes much of his geolocation company's success to early engagement with users on social media channels.

"We had a nice, playful, flirty tone with a lot of the users back in the day," he says. "Prioritizing that and making it an important part of what we did at Foursquare was one of the things that got us to where we are today."

So what separates strong social media interactions from disastrous ones? According to Crowley, the key is authenticity.

"It's really clear when you're trying too hard and being really inauthentic," he says. "There are a lot of brands that don't do it that well, and it's a little bit like watching a train wreck as they try to be authentic, funny, and witty," he says.

To ensure you're building a good rapport with users, don't be disingenuous or misrepresent your brand's identity on social media.

"You'll definitely get called out for it," Crowley says.

To hear more from the conversation, watch the video below.