This evening, I had a conversation with a client who noted that a response I’d made to a fan through their Facebook fan page used the pronoun “I,” and my client was concerned readers would think she was the one who’d had the experience. I explained that shouldn’t be a problem, since this business, like many, isn’t branded to a specific individual. So, it got me thinking about why I manage social networks with a bit of a personal touch.
Genuinity. Readers like seeing that their source of news about a particular brand is genuinely invested and involved. I recently felt it appropriate to @ mention a designer jeans manufacturer with an obscure product question because I’d noticed semi-personal tweets coming from their twitter handle…stuff like, “x is playing on office radio today,” or “this vacation is much-needed!” I thought, this person (or maybe people, you never know!) is real, and maybe s/he has time to help me out with something. These little updates made this particular brand (@7FAM, if you were curious) more personable, so I felt comfortable reaching out.
Consistent Voice. I vary my tone, approach, and topics covered across client brands, but I maintain a consistent voice: brand-savvy, intelligent, up to date on current trends and topics (thanks Google alerts!) for all. Sure, the local burger joint is a bit more conversational, and I’ll tweet up my followers having a brew at the pub down the street, whereas I’ll keep things more buttoned up for a local non-profit, thanking readers for pointing me to relevant events. Using “I” in my posts slips in from time to time– tonight’s “I’ve taken my dog there for a few years,” for example, or, “I love Stone beer,” “I’m getting through the morning with some @Starbucks Indonesia blue…how are you coping through Monday?” Three posts that are “me” centric for three different brands. Content relevant to all of my clients is buzzing through my head– so I share it.
Avoid Sounding Corporate. Big corporations have done wonders for their social images and CRM. Starbucks is a great example here, and Skittles is another. These brands are gi-freaking-normous, but manage to engage on a daily level by reaching out to individuals to answer questions, resolve disputes, and even just shoot the breeze. No generic, “your time is important to us, please continue to hold” recordings on loop here. We’re still talking about a brand with a consistent message and voice, but at least one consumer-facing channel (twitter) is approachable to hoi polloi. What I’ve learned from these giant ‘Super Brands’ is whether you’re an army of one or one million, it never hurts to connect with your audience with a one-on-one perspective.
So. I’ll take those infamous “I”s out of posts for clients upon request, but did want to dig a little deeper into why that personal touch is so crucial for all brands.