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You are making people talk the way they are talking

Realize that you set the tone for social interaction online. 

If you post a fact, people will think about facts.

If you post a witty observation, people will post witty comments back.

If you post a generic thank you or greeting, people will respond in mostly impersonal ways.  (If they respond)

If you post a question, people will post answers.  If it is an ice-breaker type question, people will respond only at that level.

If you post intimate details about your heart, some will respond in kind.  Others will run away or criticize you because they don't want to follow your example.

When you walk into a room full of people you don't know and you don't know what they are doing, you will naturally take a quick inventory, grab cues, and figure out what the protocol is.  Is the group having fun?  Are they all business?  Are they reserved or exuberant?  It is amazing how quickly we grab those cues and follow suit.

It is important , especially if you run an online community, that you or some key members in step in and be an example of the tone you want.