Brands of all sizes, come sit down. We need to talk about your behavior on social media. It may be hard to admit, but no matter how close you feel to your audience, you have to remember that they’re not your friends. The sooner you accept that, the sooner you can enjoy the special opportunity you have as a marketer using social media.
The purpose of each social media vehicle varies depending on who’s driving it, and to where. You probably use your personal Facebook presence to casually maintain relationships. Naturally, your posts fall in line with that purpose, and reflect your unique voice and interests. However, a brand’s social media vehicle is fueled differently. It’s powered by not one voice, but a complex, strategic message carefully crafted for a targeted audience.
If your brand is lucky enough to have a social media presence, it will behoove you to communicate with them appropriately. Luckily, your organization doesn’t need a social media team to find the sweet spot between friendly and business-y. You only have to remember two things:
Bottom line: Use social media to be friendly with your audience, but give them content that only your brand can offer. They already have Facebook friends and Twitter followers for the other stuff.
I’m glad we had this little talk. Leave me a comment about how you plan to upgrade your brand’s social media content calendar, and who knows? Maybe it will gain another follower.