If your company is on Twitter, you may want to think about tweeting from a personal account instead of a brand handle. The social media news site “Wave:” used its Wavemetrix analysis to track how MAC Cosmetics interacts with its Twitter followers — and its research suggests consumers prefer to follow people, not brands.

Over 40 MAC employees are tweeting from their own personal handles, rather than the brand’s official account. The social strategy is working — the number of followers that MAC’s employees have gathered is far more than other cosmetics brands, including Benefit, Bobbi Brown, Urban Decay and Smashbox cosmetics. Their tweets are also generating more positive interactions with consumers.