Have you ever have had a conversation with someone where all they do is just talk about themselves? How many friends do you have like that? Probably not many. No one likes to be on the receiving end of blatant over self-absorption and indulgence. Could your brand possibly be socializing like that?
Stop to think about how your brand is socializing? Does the brand constantly talk about its product? Are you using Facebook, Twitter, or other social channels as an excessive advertorial, promotion, and product dumping ground? If this is the case you are turning off your friends and target audience.
Let’s start by stating the obvious … I know … You want your product to have strong sales success. It pays your salary. But far too many brands are taking this mentality and lure to their social media channels.
I always tell people that social media should be the marketing of a lifestyle. What does the your brand stand for? What are the stories you want to tell that resonate with your target audience? Think about drawing your audience in, keeping them interested, and engaging with them.
So how might you go about this? Let me start by asking a simple question … What is the personality of your brand? (For that matter, does your brand have a personality?). I usually put this in the category of message strategy. The personality of a brand comes out in the message strategy, or is it that the message strategy comes out from the brand personality? In any event, you need a voice, tone, persona, and overall feel for your brand that resonates with your audience. You see, the brand personality should not just be a reflection of your corporate culture, but also have depth in what your audience wants. And that is a big difference between personal socializing and brand socializing … In professional marketing you should be willing to change your brand’s personality and manufacture talking points to please your audience. Case in point – a pinnacle example is Coca-Cola’s digital presence. Look at their digital presence. (homepage, Facebook, Twitter, Youtube, flickr, Pinterest, Tumblr)
Brands need to change. Social channels should not be viewed as selling channels. Too many companies are lured into a sales mentality and throw too much product material on their social posts. Brands need more of a story-telling, lifestyle, entertaining, and/or expertise of media mentality, presence and engagement on their social channels. If you take this approach, your social presence will help you sell. Down the road. With greater conviction. With greater help selling to an extended audience via referral and advocacy. That is if you take time, patience, and investment to become a producer of media and engagement as opposed to being an advertising exec on your social endeavors.
Now I am not saying you cannot or should not mention your product or run a promotion on social channels. Certainly you can and should, but some words of caution … Do it in the context of social engagement. Not “down your throat advertising.” Integrate promotion and sweepstakes in the look and feel of the set brand personality. And limit social channels for product speak. The number of times you mention your products in posts really depends on the vertical you serve. But I would limit it to no more than 15%, 20% of the time, max.
If you follow steps to think like a media producer and media director as opposed to an advertising exec when utilizing your social channels, you will see much greater empirical results. Use social the way the audience values brands on social. The audience is not looking for another advertising channel. They are looking for digital presence that reinforces their lifestyle and aspirational desires. Can you present your brand personality in this manner?
Make It Happen,