Let your brand be social, in the truest sense: Real.

One of the biggest challenges we face when trying to become becoming a social brand is perception management.  Much like we read emails and texts with typos from are well respected peers, we have to give the same allowance to brands that are going social.

The benefit after all, is that it is consumer driven content, (as opposed to what marketers think we want to hear.)

I say: “embrace it the uglies.”

The brand, the organization behind the brand, is made up of people like you and me. So the brand will organically become more human, full of days that are hard, fun and emotional. Your customers, competitors, and stake holders also have these same kind of days. Its what makes your brand relatable. Authentic.

If your efforts in social media are not helping people within your organization build relationships with other real people, then you are missing out on the greatest benefit of all. These are genuine connections that will establish credibility, increase brand loyalty, and ultimately positively impact your revenue.

Invest in your people, and they will deliver your promise. (I promise!)

As with most things, you get out of social media, what you put into it.  If every brand ambassador, mainly your employees, don’t live and breathe your brand promise, then teach and inspire them. Success as a social brand starts from the inside out.  It starts with what you believe in: your fears, your goals, what you mean, and what you say. 

My advice: stop trying to manage perception. Be human. Relish the imperfections. Your brand not only can handle it, it will in fact build long lasting relationships with your audience through genuine connections.

Tags | brand, human, social brand