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Don’t be a Social Media Bore

By Kevin Ketels
President
Kyrris Marketing

This post is part of the Digital Marketing Boot Camp series, a new set of blog posts across different mediums designed to provide intel to people and companies looking to improve their digital marketing strategy.

We all know that you don’t give somebody the hard sell moments after meeting them. “Hi, my name is Joe. Would you like to buy my premium lead generation software?” No. First, you get to know them, then build a relationship and trust.

Social media is the same way. Most people don’t use Facebook or Twitter to look for new products or services. Instead, most people use social media to connect with others, laugh, learn something new or be inspired. Social media is like a giant cocktail party. People gravitate towards the funny, light and interesting banter; they avoid the dry, stuffy or boring person just talking about themselves.

Your goal is to create a social media presence for your company that interacts with people in an entertaining and informative, but not “salesy” way. If all you do is give them the hard sell, they will tune you out. They will never see your content and you certainly won’t engage them in a way that best takes advantage of the interactive social media format.

Find your company’s online personality that reflects your brand, audience and the values/beliefs of the people who work there, and then create content that reflects those attributes.


MORE: Hear more about social media marketing strategies and tools at the Digital Marketing Boot Camp, Feb. 15.


Six ways to build your company’s social media personality

  • Post smart, thoughtful or funny content not directly related to your products.
  • Highlight the people at your company. Tell their story and share your humanity. People love to see others who have worked hard and succeeded. They also like to see those who care passionately about their work.
  • Share your insight. Help your audience learn something new. It can be related to your area of expertise or simply unique to the needs of your customers.
  • Demonstrate you are part of the community. Show how you care about more than just the bottom line.
  • Interact with your customers and prospects. Show they are more than just a transaction by acknowledging their comments, responding and engaging.
  • Sell your stuff in a way that respects your online relationship. More than ever, customers don’t want to be sold. They want authenticity and meaning in their commercial relationships and purchases. You can do this by sharing benefits, demonstrating use and incorporating mentions of your product in ways that are smart, thoughtful or funny.

Here are some examples of my favorite corporate social media accounts that have developed their own online personalities: Taco Bell, Dove, Denny’s, Charmin, Old Spice, Staples and Curiosity Rover.

If you create compelling social media content, it not only creates a viral social media effect, but programs like Facebook will show content with high engagement to a larger audience. Conversely, if the engagement is low, the potential audience will be restricted.

Your social media personality should be like your smart, funny and handsome neighbor. You like and trust him. He sells insurance but doesn’t constantly ask you to buy it. He makes you laugh and he can laugh at himself. He lets you borrow his tools. He gives you gardening, and sometimes, insurance advice. You like and trust him. When it eventually comes time to make a decision about which insurance to purchase, you buy his product, because it feels comfortable and right.

Kevin Ketels is President of Kyrris Marketing, a Detroit marketing and communications agency, as well as an Adjunct Professor of Marketing in the Mike Ilitch School of Business at Wayne State University. 

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More from Kevin Ketels: 

Navigating the Social Media Maze