I believe everyone knows by now that social media is not the medium for product placement ads and constant sales. In our last post we discussed the importance of talking about what you love while staying relevant. This coincides with the need to be ‘real’ and ‘related’. This works for both a personal brand and a company. On social media, customers want to see the people (or person) behind the service or product. Being ‘real’ is a key factor in being successful online. But there are a few guidelines to follow when showing your true colours.
There is nothing more annoying than a brand that ‘loves’ everything and posts everything. Being on the fence can water down your credibility as a brand ambassador for your industry. By being ‘real’ and picking and choosing the best that represents you, you are in turn, strengthening your bond with your customer who feels the same way as you. You can’t always win every customers love – and why spend all that time trying to convert someone to your brand when there are plenty of people out there that will instantly love it?
So when we say ‘real’, we mean that your customers gets to see more than the end product. They get to see the thought process behind it, the downfalls along the way, the little wins that make you proud and the customers themselves that backup your product. You can show the other brands you love that fit with the brand spectrum, you can share inspirational quotes and how-to’s. Your end goal is to show value and quality of your brand.
But there are a few things to avoid when being ‘real’:
1- Try to avoid too many sad stories or downfalls. If you do have a downfall to share you must show how the brand pushed through the pain and gained valuable teaching that you wish to share.
2- Avoid at all costs political or controversial issues, unless you are ready to fully backup your stance and ready to lose a few followers. I say avoid at all cost, but some issues cannot be ignored. Just tread lightly and try to encourage a reasonable debate. If things get out of hand, do not let comments ruin your reputation and remove them with a nice comment about respect of everyones opinion.
3- Don’t talk about everything under the sun. In the last post, talking about what you love while staying relevant, the very first step to building content is to have guidelines for your posts. You need to define what types of posts will enhance and compliment your brand and stick to them. You may be very excited about a new thing in your life / business – but if it does not relate to the brand it’s going to bewilder your followers.
4- Avoid looking like a machine. Being ‘real’ is being relatable. Photo’s have to look good, but they do not need to all be print and advert quality. Conversations can be relaxed and engaging.
The big secret to Social Media for your brand or company is this; its not always all about you (or your product). And with that, it’s 100% all about your audience. Even when you are showcasing yourself, your achievements, likes, dislikes, you should always be thinking about your audience. Ask yourself, “why do I need this information? why should I care?’” . Because this is what your customer is also thinking.