Will the real Kim Kardashian please stand up?
I am returning from the New Media Expo where we were mind blown by the common theme running through every session: “Be authentic when it comes to your blogging and social media efforts.” Be authentic? I guess living in my naive world, I thought everyone was managing their own social media. (JK) I never thought we would have so many sessions on being authentic but it looks like things are getting a little out of hand in the social media space.
Yep, while HooteSuite and Social Sprout have their place we are seeing a huge shift where the consumers want to hear from those that are sitting in the decision making seats. They want authentic posts from real people. Not posts that are automated and clearly from their communication’s department. That’s right, they want to hear from the CEO’s, CMO’s, real life employees and real customer testimonials.
Forget “Like our Facebook Page” or “Pin it to Win it” campaigns, it’s back to the basics. Give us real people. Give us real stories. Tell a story that will convince us why your product and service can help us have a better life. Better yet, if your company has caused an issue don’t send a PR person to do your dirty work. Get Mr. (or Mrs.) CEO on the camera and post a YouTube video about the problem and what you are personally doing about it.
Even now Celebrities will find themselves backed in a corner if they think they can have an intern do their postings for them. We all know the difference between a celebrities’ voice and their communication’s department voice. Oh and btw, if you think Kim Kardashian will continue to get paid XX for tweeting out her favorite shoes, lipstick, panties, or whatever she sees fit that will change as well. Not everyone is clueless to this direct marketing approach and eventually she will be tuned out (and the money will dry out). (BTW, I have nothing against Miss Kardashian, everyone has the right to make money how they see fit, I guess.)
Time is of the essence to make a shift in our social media efforts. The coming generations of buyers are looking for brands that are humanized and transparent. It’s time for everyone to choose their social media platforms wisely. Know where your audience is hovering and play in that space. Don’t get overwhelmed with all of the platforms. Just go where your audience is. Post on a consistent basis even if it is once a week or once a month. Just be consistent. (I am speaking to myself too while I write this.)
Most people will always ask me, “What should we post?” It really comes down to three areas:
1. Discuss issues of what has happened within your business that will affect your audience, good or bad. Are you launching a new product? Is a product being recalled? Speak about how the product will help business grow or how it may aid personal growth. What about an employee that has reached a new milestone with your company? Who doesn’t like to be recognized? Integrate employee successes or even client success stories in your social media efforts.
2. Discuss what you are doing in the community to give back. Are you on a committee for an association? Are you sponsoring an event? Speak about the association and why you are choosing to align your business with their efforts. Get your employees involved in v-logging, video blogging, their experiences before the event and during the event. Make it an experience for your employees, the association you are supporting, and for your audience.
3. Discuss issues of what is affecting your industry that can affect your audience, good or bad. Are there new laws or regulations coming into play that will affect how your client can buy from you? Are you a leader in making industry changes that can benefit the client? Be informative.
Of course don’t forget humor is the best formula for everyone the more you can find humor in all that you do and garner a smile on the face of your audience participant, I would imagine you will win kudo points. You can be a progressive brand that can be serious but have fun along the way.
If you are playing in the social media space it’s time to re-think your strategy. Insure that what you are posting on behalf of your company is coming straight from the core of its values and mission statement. Make it from the heart. Be authentic and you will see a loyal fan base gravitating towards your social media efforts.