Why do we make things so complicated? Do you know how to connect with people, build friendly relationships in your personal life? Well, you know, it is really no different in social media!
Two things happened to me this week that prompted this article:
1) Read an article titled “’Being human’ greatest asset in digital media” … did not really care for the content of the article, but this headline, just the one line, says so much.
2) I was interviewing a candidate for my social media group and I was explaining to her the objectives of the team – that is, to help our brands engage, connect and have conversations. I said to her, “think about it … how many conversations do you have with people you have strong relationships with as opposed to people you don’t have a solid relationship with. If we are looking to develop deep brand-user relationships, the approach should be no different than what you do in your personal life.”
The light bulb went off. This is the simplicity that everyone needs to hear. A couple of weeks ago, I wrote an article “Social Media – Concentrate on How, not What.” People continue to ask “How do I do it.” If you simply give a piece of you, or humanize your brand, you will succeed. If you approach your social media endeavors as you would approach your personal socializing, you will succeed.
Underneath all the amazing social media technology (it really blows me away what is possible today), brand relationships are nothing more than leveraging a toolset that helps you identify your target audience and then do what you would do in your social life –
– listen and understand
– engage and converse
– develop and reinforce
This is not a one-shot deal. Not a marketing program. It is (or at least should be) a continuous cycle of how your brand lives. Every step you take, ask yourself, “Am I doing this?” It will be hard at first, because in most cases, this is a pretty drastic business mindset change. It can not be a sell mentality and if you tell me this is what business is about, I’ll ask one simple question … With regards to businesses that have deep relationships with their customers – what happens to them in an economic down turn as opposed to companies without strong customer relationships? History will repeat. Want long term viability and growth? Give this some thought.
Make It Happen!