Here's the bad news: according to a recent poll the biggest reason that consumers cite for using social media is to connect with family and friends. A whopping 94% of us are online to do this, while 29% want to follow trends or find product information and 20% are there to review products and 'comment on what's hot and what's not'.
The good news is that once a consumer does welcome you into their social media circle they are much likely to treat you as a friend and not a faceless commercial entity.
In order to achieve this you have to sincerely focus your social media activity on making a positive emotional connection by delivering an awesome customer experience. Or just being friendly and funny, that works as well :-)