Twitter's Controversial Algorithm Changes: What They Mean for Your BusinessTwitter Vs. Facebook: Which One Is Better for Promoting Your Brand?3 Free Twitter Tools PR Pros Can't Live WithoutSocially Stephanie: Social Media for the Automotive Industry
Get Schooled by YouTubers: Content and Business StrategyHow to Build Your Brand on YouTube and Reach New CustomersThanks to Google, YouTube Is Now a Viable Channel in Any Social Media StrategyHow to Maximize Your YouTube Views and Subscribers [INFOGRAPHIC]
Technology & Data
New IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesTalking Strategy and Data with Shannon Lee of Precision StrategiesHarnessing Mobile Users: The Power of Big Data in Social AppsMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
- Social Tools
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
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.
Does Your Business Have Good Screen Presence?
Posted on September 26th 2012
You have probably heard the expression “screen presence” to refer to a particularly gifted actor or actress. It refers to a seemingly intangible set of attributes that add up to a total package that commands and compels attention on the big screen.
There are some secrets to this magic that you can use to improve your social media presence and deliver a command performance in your industry. But to understand how, you need to first understand what screen presence really is and what it isn’t.
Screen presence is not necessarily about good looks or the voice with the most resonant baritone. (They don’t hurt, but look at Danny DeVito or Paul Giamatti and you’ll know there is more to it than that). And confidence plays a part, but it is the confidence that comes from pulling it off (in other words, the confidence comes from the mastery). What really separates those who have it from those who don’t is the way they use small details of their body to send the message appropriate to their role.
Don’t believe it? Try turning the sound down on a movie you are watching and really study the hand gestures, facial expressions, and other detailed motions of the actors and actresses. You will see that probably around 75% to 80% of our grasp of a movie comes from what we see and not what we hear.
So if screen presence is really about mastering the details of the craft, then actors can learn it. It is not just one of those “either you are born with it or you are not” things. Being gifted helps, for sure, but those that study how to be compelling will soon pass the talented but lazy.
Okay, but what does that have to do with your social media efforts? Presence here is so important and it comes down to more than just what you are saying. It is how you deliver it, and the total attitude and tone set by your content.
If you’ll forgive the pun, this is your “screen” presence. Social media success is all about executing on the details and creating a positive, accurate picture no matter how large or small a screen your business finds itself on.
So what details do you need to master to make your “screen” presence demonstrate that you are a force in your market?
1. Each of your social media accounts should have a personality. The personality should be the right mix between your company’s online goals and the medium itself. You want to have a coherent message and presence, but the tone you take on Twitter will likely be different than on LinkedIn. Also, measurements of ROI and success will vary between the different accounts.
2. Borrow creatively (and ethically). Stealing content is an obvious no-no and why would you anyway? But you should notice very carefully what others who are successful on social media are doing. Are their headlines better? What makes them better? Do their profiles blow you away? What are the techniques they use? Just like a young actress who looks to an established veteran for the details that work, you should be looking to others for what works.
3. Dig deeper into your content strategy. If your business has a blog (and I hope it does!), are you being strategic and consistent in how you are executing it? Regular postings at least once a week sends the right kind of message, while haphazard postings at random intervals create a bad screen presence. Similarly, the content itself shows either a respect for your reader and their time or… well, they might be walking out of your movie theater!
Every business needs to make a choice. Will you be the social media action hero of your market, or the forgotten extra who doesn’t even make it into the credits?
Tell me what you think: What are some of the people and businesses that have great “screen” presence on social media? What are the characteristics that work?