Often, when discussing the benefits of social media, pundits say things like, “Social media allows you to humanize your brand.” All of us begin to shake our collective heads in agreement, but we should probably stop and ask, what it even means to “humanize” your brand.
One mistaken method related to buyer personas has to do with the confusion, which exists between company or customer profiling and buyer personas. Even calling a profile a buyer persona profile amounts to more confusion. Slipping the word, persona , in between buyer and profile does not make it a buyer persona.
Customers interact on social media because they want a human touch. They don't want to call your 800 number with a human-sounding robot trying to fix their problem, and do everything they can to stop you from talking to a real person. Here are a couple of ways that remembering the human touch can help your business master social media.
Just a quick look at Sandals Resorts' social media presence and you get a real sense of what they provide, an escape captured within each post. In this interview with Tiffany Mullins, Social Media Manager for Unique Vacations, we get a overview of how Sandals uses social across all aspects of their business to build their brand and enhance customer experience.
Marketing in the digital age is a challenge -- Why? Because the Fourth Wall of social media is tough to breach. The trick is to find the right moment to turn to your audience, wink, and make a quip about the situation (a joke in a movie or play, that is, not your Facebook page). You know what I like to see on Facebook from the brands I follow? Cool stuff made and shared by interesting people. You can’t do this by promoting your boring products, candy bars, and hardware supplies.
The world would be just a little bit more fun if companies kicked off their shoes and weren’t afraid to show us what really made them unique, their culture, and the diversity of their team. Consumers are more likely to respond and engage with companies on social media that they are familiar with and feel they can connect with on a personal level.
Brands are beginning to understand the implications of social media beyond the marketing function it often serves. When the shift in mindset from marketing strategy to organizational change takes place, many brands do not know how or where to start.