“Brands need to get back to their roots. Think like people, talk like people, interact with people like people… and business will follow.” – Ginny Soskey.
Your brand should be just as real as a dinner conversation.
Has your business gotten so lost in the social media clutter that your brand is a faraway second thought? At a recent conference, Don. E Shultz, President of Agora, Inc., stated that social media is killing brands. If you have been keeping up with social media statistics in the last year or so, you would know that most brands are seeing an improvement of at least 13% in conversion rates since using social media. So what does he mean?
Social media isn’t killing your business brands. You are.
In the past, mass media created a perfect wall between the brands and people. It was a one-way conversation that was expected to take place during commercials, in newspapers and magazines. Now with social media, people are seeing hundreds, if not thousands, of brands all competing to have a conversation with them. The wall has become a two-way radio or telephone where people are expecting to talk to people. And since we’re human, we keep messing it up.
So how do you build a brand successfully on social media?
According to Soskey, “social media that is personalized, relevant and engaging – AKA the type of content that your personal connections produce – is the type of content that succeeds in inbound marketing.”
Your brand needs to get personal with the people you want to reach. Would you refer to your mother as a lead while enjoying dinner at the table? Too often businesses will put on their marketing brand hats and take off their humanist gloves. It’s a balancing act of creating content that is human interest based, emotional and carries a relative meaning across the audience. Give your brand a human face that is transparent on a social media front. People don’t want to communicate with a billboard, it won’t engage back. Instead, be a brand that markets to its audience as if holding a conversation at the dinner table.
Photo Credit: Dinner Series
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