Marketers talk a lot about social media strategy in terms of what platforms to use, how frequently to post, and, of course, the importance of measurement. But, what about what’s said? At this stage in the social game, there seems to be an industry-wide assumption that brands already have content and tone figured out. And you know what they say: to assume makes an ass out of you and me.
The fact of the matter is, many brands have not quite figured out who they are on social. For both b2b and b2c businesses, it may be difficult to balance being a resource for information on products and services and being an engaging social presence. No place illustrates this better than Twitter. A brand’s handle may set the tone for what relationship customers can expect with the brand. It’s important to remember that if social media platforms offer an opportunity to connect, your audience has to first want to connect with the brand. Basically, people have to like you. And this leads to the question you must ask yourself, “Would I have a beer with my brand’s Twitter?”
Hootsuite recently highlighted a few brands that have created personalities on Twitter that have positively impacted their relationship with customers. They’ve used their social personalities to expand their role outside of a company promoting their products. These brands, such as Old Spice and Taco Bell, teach us to think like a person not a marketing machine. Quick-witted interactions with those discussing a relevant topic (Taco Ball = tacos, Old Spice = manliness) creates conversations naturally. Playfully responding to posts gives your brand an identity. Regardless of the handle, a friendly conversation creates a connection, which can occasionally be even more fun due to the Goliath chatting with David element.
Your community manager doesn’t have to be a stand up comedian, but they do have to have a personality and that personality should be front-and-center in all tweets, retweets, answers to questions, and general interactions. Your brand’s Twitter is making friends here, and what do friends do? Refer other friends. A few laughs can also generate dollars.