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.
Perception Vs. Reality – The Social Chasm
Posted on September 26th 2012
Before digging into this post I think it’s important to note that the idea for this post came from the pastor of my church this past week. No, this isn’t going to be a religious diatribe, I just wanted to point out that little tidbit. In the sermon he was talking about the perception of Christianity in our local community (Colorado Springs, Co) vs. the actual reality. It reminded me of a paragraph I wrote in a previous blog post that, at the time, I told myself that I would go back and expand on… this is that expansion.
To get started I’m going to make my point in one sentence then I will spend the rest of this post explaining my reasoning behind it. That sentence is:
Really David? Dire consequences? A little over dramatic dontcha think? No, I don’t think. In fact it would do both you and I some good if I stated it a little harsher, if I were a little more dramatic, because that point really should be driven home.
Imagine, you are creating a community of people that love your business. People that tell others about you even though they have never done business with you, all because they feel like they know you on some personal level. Then they come to you to do business, now that the time is right, and they find that you are nothing how you have portrayed yourself to be in your social circles. What do you think will happen?
Well, at first, when people start to tell others about how bad you really are it will be dismissed as a mistake, because come on, nobody is perfect. But as these accounts start to add up, and they will add up fast, people will start to see your business for who it really is. Then, because you are connected with these people on social networks they will start to let you know about their bad experience through a Tweet, on your Facebook , Google + pages and more.
Next, your social media team, doing their job with try to smooth things over and apologize, even offer to make things better. Some of these upset customers will be pacified but as more and more are created the harder it will be to keep the lid on things. Soon your social media team will start to make excuses that will easily be seen through, making your PAST customers and your online community even more upset as they start to rally against you. Do you see what I’m getting at?
The larger the chasm between the perception of your brand and the actual reality of it the bigger the chance of a PR nightmare. So, how do you ensure that this doesn’t happen? Easy, be who your fans think you are. Easier said than done but it’s important that social be who you are instead of just something you do. And no, staying off of social networks will do you no good either, just because your brand isn’t on Facebook doesn’t mean you’re customers aren’t and they are telling other people about how you have treated them.
So, in the era of super transparency, in an economy ran by relationships, it’s important that you humanize your brand and be accounted for. Stand up and make your brand better. Check all your touch points and make them exceptional. Then, do exceptional things in the community, give people something to hang onto, something that goes deeper than what you sell. People want to do business with people, so give them your humanity. Give them you.