Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Accepting Accidental Narcissism
Posted on April 11th 2014
In the potentially hazardous world of social marketing there are lots of casualties. Individuals and businesses see social marketing as the cure for bland business storytelling yet they only gradually overcome their afflictions of being too promotional, inauthentic or unemotional. And then there is another side effect that many people overlook: accidental narcissism.
Accidental narcissism is a natural by-product of asking individuals to be social on behalf of brands. When your people become the ambassadors and storytellers for brands, they have to find a balance between sharing their own personal experiences and views, while also championing the values of their business. Sharing personal experiences is important in order to maintain an authentic social media presence, rather than just sounding like a cog in a corporate marketing machine, but mixing the personal and professional can cause problems.
When acting as a brand ambassador, social marketers need to be aware that whatever they post in social channels – opinions, comment, photos or content – can and will be interpreted in a number of ways by their audience. For example, I travel a lot as part of my job, which from an outsider’s perspective can seem glamorous. Don’t get me wrong -- it has given me the opportunity to see a whole host of new cities and countries, but the fact is that most business trips consist of long, hectic days crammed full of meetings, waiting around for trains, planes and security checks, and living out of a suitcase. It can be lonely, and sometimes feels like an uphill battle.
So when I do get a couple of hours free to explore somewhere new I jump at the chance. Thing is, if I fancy posting a photo of myself, or ‘checking-in’ online at a famous landmark I have to bear in mind that some people might interpret that as my wasting company time, always being on holiday, or maybe even just boasting. The point is, what I’m sharing is a mere snapshot, just one single moment without context. It would be so hard to deliver a clear and concise message with a social update that you have to be prepared to take people’s reaction with a pinch of salt. Doing otherwise would take the fun, and quite frankly the point, out of social channels like Twitter, Instagram or Facebook.
So how can we expect everyone to get it right, every time? The answer is: I don’t think we can. For anyone involved in social marketing, there needs to be a shift in mind-set in order to be comfortable with sharing personal experiences in an open and essentially exposed environment. Accidental narcissism is part of this package, and although there’s no absolute cure for it there is definitely a coping strategy – acceptance.
(social media marketing / shutterstock)