During all this time I have realized that we pay to much attention to concepts – perhaps – too abstracts, such as the times you interact with the audience or how many visits have our blog or youtube channel. Ok, it might not be as abstract as we may think, at the end, it’s our day-to-day job (bonus: you can also buy it on the Internet) No, it’s really abstract when we compare with staying human.
We talk about experiences, not concepts. We talk about feelings, not about promotions. Emotions and not services and most importantly, we don’t talk about our business, we do it about stories, stories that create resonance. We align people with people.
Are we truly social? This is quite weird, sometimes we forget the word “social” and owe just focus on the word “media” or “marketing.” Businesses lose their authenticity and brands turn themselves into robots – and remember that they won’t flirt with you – looking for more and more robots like them, so they can easily automatize processes and content that get lost in its way to nowhere, in its way to the auto-promotion, mediocrity and silence of the ego-system. However, there’s a new offer that rewards the credibility, authenticity, engagement and alignment. In other words, the opportunity remains in the connectivity created by human interactions.
We don’t know what is going to happen tomorrow, who knows? What Human Media means for us?
If you are a business that intends to use the Social Web in a meaningful and thoughtful way, my advice is that you may focus on experiences that happens in your community, connect with people within your community and decrease the noise by creating more conversations – this starts by listening – this conversations could happen beyond your community, you should be there too, engage personally with every customer – not a fan – and really make use of the human interactions through the Social Web. I do think that brands, companies and organizations should embrace the fact that, in this 2012 – 2013, connecting first by staying human is the key for a sustainable business model as a result of building a foundation among your community. Then more and more brands will approach Social Media from a human perspective (Human Media), then business will create relationships, and this will stay longer than sales pitches.
If you are a business using the Social Web for creating connectivity with your customer, my advice is that focus on interactions and execute them with brilliance, you should go beyond counting fans, followers and likes. There’re some ways to do that, but it is no as easy as create a Facebook page or a Twitter account and waiting for results to come soon. Create content that matters to your audience, offer different ways for them to connect with you, allow them to have a voice in your framework, allow freedom of interaction and relationship inside your business, answer clearly and quickly and in the most human way possible.
The opportunity remains in the human relationships.