Sales v. Personality

It seems like each day I find something new to discuss regarding social media and its place in an organization's marketing strategy.  But there is one thought that crosses my mind again...and again...and again.  And it's a fairly simple idea.


Social media is meant to be SOCIAL!  Show your personality, not your sales pitch.


Far too often, I see companies who have jumped on board with the social media trend, but consider it nothing more than another advertising outlet our client lead generation.


Let me clarify.  The goal of any marketing successful strategy is to drive brand awareness and business.  That's a given.  Without a business, there is no marketing to be done.  It is our job as marketing professionals to make sure the right people are aware of our product/service and the right time, and that they successfully transition from lead to client.  However, social media, while an element of your marketing strategy, cannot be treated like any other advertisement or sales pitch.  It just doesn't work.


The reason social media is such an incredible phenomenon is that it offers businesses the opportunity to step outside of their professional role to show some personality.  People don't like your page on Facebook because you give effective sales pitches.  People like your page because they somehow feel connected to what you're doing and want to be more involved in it.  That is an enormous leap of faith.  These individuals are giving you the opportunity to communicate with them regularly; to have their attention whenever you need it.  All they ask in return is that you offer interesting, relevant, meaningful content and not an outlet for your sales pitch (and of course, don't spam.  But that's another blog entry).


The organizations that truly make social media a successful marketing element are those that allow it to bring their brand to life.  To show the people behind the company name, to offer updates and information individuals may not otherwise get to hear, and to have FUN!


I do many consultation sessions and trainings on social media, and as soon as I say fun, a lot of companies clam up.  "We're in the business of whooseywhatsits.  That's serious stuff.  We don't have time to play around."  Yes, you're right.  Whatever business it is that you're in is serious, and important.  But being serious and important isn't engaging.  It's boring.  I promise you, no matter what business you are in, there is an element of fun to be had.


Part of integrating fun is that it does just what social media is meant to do - allow you to be social.  To build relationships, engage in discussions, encourage feedback and ultimately, convert online relationships to in person relationships.  To turn followers into clients.  But none of that will happen with a stone cold look and a stale sales pitch.