In our social world, an important part of business marketing and client communication is the use of social media. Along with this channel of communication comes the responsibility of conversation and promoting brand awareness in an engaging, yet informative way.
What’s the happy balance of promoting yourself versus helping the customer find what they’re looking for?
As the world is moving towards personal service, success comes from proving there is a human at the other end of the line and showing your personality through your posts. As we have built up our marketing—with this blog and social media—we have had the opportunity to establish the voice of our brand.
Here, we are sharing some of the tips we have used to show our personality on social media, so you can find your voice, too.
Keep It Personal
When communicating with current and potential customers on social media, be sure to personalize your messaging. Don’t always tweet or message the same thing to everyone. This not only makes your profile look like it may be spam, but additionally, it gives the impression you do not care about—or have the time for—individual concerns and comments.
This is especially important in time of crisis. Take Progressive as an example. In 2012 they were under social media firestorm for a story shared by the family of one of their customers who passed away in a traffic accident. As the story goes, Progressive paid to represent the drunk driver in the case, instead of their customer. The story was definitely damaging to the company, but their social media caused even more problems.
PR Daily shares the big issue with Progressive’s handling of the situation on social media:
It tweeted the same response, ad nauseam: “This is a tragic case, and our sympathies go out to Mr. Fisher and his family for the pain they’ve (cont).” The tweet linked to a TwitLonger post, which has since been removed.
And as Gawker pointed out: “It doesn’t help that Progressive mascot Flo’s smiling face is next to each copy-pasted tweet. Though surely unintentional, it adds insult to injury.”
The stock response seemed more and more insincere as they continued to tweet it out. This is an unusual situation for most brands, of course, but it definitely shows the importance of keeping your conversations personal.
We studied many examples of what not to do and learned from our experiences at our past companies when first building our social profiles and developing our voice. When responding to customers, we take a very personal approach to make sure people know that we care.
Don’t Be Afraid of Humor
When communicating, it is important to keep it professional, of course. But that doesn’t mean that you can’t inject a little personal humor into the conversation. Not only is it a way to stay top-of-mind and keep yourself memorable, but it is also a great way to break the ice.
Here are a few examples of how we like to bring some humor to conversations about CRMs.
Looking for more examples of how to balance professionalism and humor? Fast Company has a great article on this brand boost.
Our final tip for showing personality on social media is to be transparent. This involves being honest with customers and gives you the opportunity to share future plans and rollouts for the company.
For example, in the following tweet, we use transparency to share some upcoming features coming in November: