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Here are a few tips for being authentic and maintaining authenticity with business social media use. Make it personal.Identity matters online. Which is why companies shouldn’t build a faceless social media presence. At a very minimum, business social media profiles should be associated with a real person who has some level of autonomy and the ability to make his or her personality part of the show. Don’t be afraid of opinion.A big part of ‘keeping it real‘ that deserves individual attention is the fear of opinion that often exists amongst businesses. It’s my belief, however, that one of the big reasons consumers don’t trust companies is that companies often strive so hard to be ‘PC’ that they lose a sense of culture and personality. Instead of representing something, they end up representing nothing. Frankly, there’s nothing worse from a branding perspective. Focus on interactions, not followers and fans.Many businesses have an unhealthy focus on the number of followers and fans they acquire on sites like Twitter and Facebook. To a certain extent, it makes sense: the number of followers or fans you have is an easy metric for assessing ‘success‘. Keep the distribution of traditional marketing messages to a minimum.Social media may or may not be a cheap way to distribute your traditional marketing messages, but if that’s all you use it for, it defeats the purpose. So many consumers shun traditional marketing for a reason. O2ibm |
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