Frankly, Starbucks would go out of business if they did this.
Does your organization market themselves or recruit like this? How comfortable do we make our guests feel? Are we speaking their language? Are we making the experience about them?
How does this apply to social media? Well, think about the outreach that you are using in your social channels. Is your social strategy designed to communicate to the current membership or to reach new members or the broader community? Using alphabet soup acronyms or using organizational lingo could be turning your friends off. Can you be mindful of this OR do you need to set up another social presence to communicate to those stakeholders?
A special tip of the hat to Church Marketing Sucks Blog for sharing this video a couple years ago.