Whether you’re a big brand or an individual, shareable content drives engagement across social media. If you want to attract top talent, you have to create relevant content that is worthy of their attention.

At the outset of my Twitter friendship with @RossSheingold, a brand channel management wizard, I had no intention of hiring him away from Big Fuel to work at my considerably smaller but fast-growing shop, Laundry Service. As a matter of fact, he initially reached out to me on Twitter after seeing a video we made of a 10,000-square-foot QR code that we skydived over so that viewers could “Scan To Win.”

Over the next year, Ross and I exchanged tips on selling Apple products on Craigslist to buying Facebook’s stock. Ross and I were providing value to each other — the equivalent of, say, a retail fashion brand offering discounts on its products or seasonal style tips for fans. Whether you’re an agency, enterprise business, executive or consumer-facing brand, you have to ask: How are my tweets helping my followers?

It’s safe to say that if our tweets aren’t improving the lives of our followers, they aren’t valuable. Gift cards, discounts, tips on selling your old iPhone all provide hard value. Curating industry-related content for our followers saves them time (and possibly money). But creating a video that makes our followers laugh and puts them in a good mood can also be valuable.

Of course, not all tweets can be superficially rewarding, and it’s not practical to think that all posts will receive favorites and retweets. Ross and I frequently debated the social media space. We did see eye-to-eye on one important thing, though: an anthropological approach to BCM, with companies developing an emotional connection to fans through one-to-one communications. Even though Ross and I didn’t agree on everything, we got to know each other as more than the brands we each represented in our general tweets. In order for a Twitter account to be truly successful over the long term, it has to form genuine relationships with its followers. Only then will ROI come into the picture.

Without realizing it, Ross and I were applying our BCM practices to our personal Twitter accounts. I wasn’t recruiting him; he wasn’t trying to get a job. The primary objective wasn’t to sell. And that’s exactly how a brand needs to approach its strategy on social media — because by creating content, providing value and developing an emotional connection you are selling yourself. Brands have to want to chat with its followers. When the time came to discuss Ross’s next step in his career — “the big sell” — it actually came up as an afterthought during a phone call about the social implications of the Nike FuelBand. This was another example of content causing engagement, as Ross told me he was interviewing at new agencies. (Ross Sheingold recently became the director of strategy at Laundry Service. Naturally, I welcomed Ross to the team via Twitter. We ended up talking about Instagram’s new geographic features.)

When it comes to Twitter recruiting, your account needs to implement the tactics of the most social brands. In this digital world, with so much driven by social media, using Twitter to develop genuine relationships is the best way to attract top talent, especially if they’re working for your biggest competitor. Because when your values and interests align, there’s a good chance your company and their career will, too.

Jason Stein is the founder of Laundry Service, a social media agency. Tweet him @jasonwstein.

2. AirPlay
People discover content on Facebook, Twitter and YouTube. We do this using smartphones, tablets and computers. With AirPlay, these videos can be watched on your television via Apple TV. Right now, you can open the Watch ESPN app and watch live programming, click on a link to a TedTalk or FunnyOrDie viral video, or tune into a live concert on YouTube. As Twitter and Facebook begin to embed premium content from studio and network partners, and YouTube continues to invest in professional content for its channels, AirPlay becomes even more valuable.There’s a reason Android developers are building apps for it. AirPlay allows users to watch on a big screen the content they currently watch on tablets. Eventually, people will tune into TV shows by clicking on friends’ tweets.

Thanks to AirPlay, Apple TV’s interface is at times invisible. This sort of embeddable technology will become common in the next wave of successful consumer gadgetry.

3. YouTube
It’s an enormous search engine, social network and Internet video platform. It’s also an app on your phone, tablet and Apple TV. While YouTube will never be able to compete with high-end scripted content like “Game of Thrones” and “Breaking Bad” – it can certainly compete for eyeballs with low-concept, low-production value reality shows. As YouTube has recently pointed out, its top five shows are averaging 5.75 million viewers, which is right in line with the top cable channels. With many great Web content creators such as Vice – whose “Vice Guide to Liberia” is as good a docu-series as anything that’s been on the TV in the past year – Internet video will continue to nibble at TV’s eyeballs and ad dollars.

4. Content
The popular theory is that Apple can’t license the rights to the premium television content it needs to be competitive. But Apple doesn’t want content — that’s cable’s gold. Apple wants to be a platform, working with TV channels and cable systems to provide a vastly improved interface for content. Smartly, Brightcove is on board with an apps-driven platform that relies on Apple TV. The other MSOs have to follow: They need Apple devices — particularly the iPad and its growing 60 percent tablet market share – to offer an experience relevant to today’s users. Giving consumers easy access to your TV channel with the touch of an app will benefit ratings, advertising and merchandising opportunities — and ultimately revenues.

5. Apps
The MLB app brings live baseball to Apple TV. The Netflix app brings 26 million subscribers who watch one hour of content per day, making it one of the most watched “TV networks.” Netflixers can benefit from Apple’s big-screen interface. And Apple TV benefits from additional content, including Hollywood movies and shows, and Netflix’s own original programming. What’s cool about Netflix is that it is upending the TV programming-schedule model. Showtime’s hit series “Homeland” airs at the same time every week, but Netflix will release every episode of the new season of ”Arrested Development” at the same time. People will binge-watch the series, and many would agree this is the best way to watch a season. It’s becoming impossible to find the time and energy to really focus on a show at night during the week.

7. Live
It turns out that the best way to watch a live concert is online. This was made clear earlier this year when American Express hosted Jay-Z’s commercial-free live performance at SXSW on its YouTube Channel. Viewers had their own mini-control room with a few different angles to choose from, and YouTube comments were integrated with Twitter accounts. There was a bigger community of concertgoers online than at the actual event. Plus, anyone who tweeted using the concert’s hashtag received a discount on future Ticketmaster purchases. A television experience cannot be that engaging, rewarding and entertaining. Not without a device in your hand, and a big-screen interface to mirror it.

8. Mirroring
At my company’s offices, we have Apple TV in every meeting room. As a result, we can show apps, websites, presentations and PDFs on the television. This is called Mirroring, a feature that displays your device’s screen on a big TV screen. Mirroring will be available in the new operating system for Apple computers. This means that whatever is on a laptop can be on a TV, where you’ll be able to have multiple windows open. Quickly switch between answering emails to working on a Power Point presentation to playing a game to watching a TV show or YouTube video.

9. Siri
It’s always linked to Apple’s imminent TV set. Why? Because sometimes talking is easier than typing. I use voice dictation for tweets and text messages while jogging. For TV, want to tape “Breaking Bad” but have your hands full cooking meth chicken? ”Siri, record ‘Breaking Bad’ tonight.” Done. Really, it’s going to be that easy. And that’s great.

10. iTV
The release of Apple’s TV set will come with a major marketing campaign, and enormous amount of media coverage and viral buzz. Given that TV sets are expensive and not purchased often, the greatest immediate value in the release of the iTV may be that it brings Apple TV’s features to the forefront. As far as what new features the iTV will bring, we can only imagine.

Jason Stein is the founder and President of Laundry Service, a digital agency.