Magazine article Marketing

Frontline

Magazine article Marketing

Frontline

Article excerpt

For social success, brands must ditch corporate jargon and be more human, writes Nicola Green.

I magine this: you're standing in a pub, or sitting in your front room, and someone walks in. They stand in front of you, tell you how brilliant their products are, encourage you to buy one and then leave. The chances are that an encounter like this wouldn't make you want to do business with that person, let alone tell all your friends how fantastic they are. And yet many brands act like this in social media and expect to reap huge results.

The explosion of brands on Twitter shows that marketers grasp the importance of having a presence on the platform, but I'm fascinated by how many don't grasp the importance of having a human Twitter presence.

You simply wouldn't intrude on someone's conversation trying to sell a product in the real world, yet instances like this are seen all too regularly in the digital world.

I truly believe that brands should treat their social-media conversations like their real-world conversations - it's all about understanding your audience, engaging with them in a human way and being consistent. Take the time to get to know your social community and build a rapport; you'll learn what resonates with them and where the lines are in the sand. You'll also learn what your audience expects from you - which, more often than not, can be swift customer service when something goes wrong. Apologising for problems and fixing them can go a long way to helping your audience accept your brand on social media. …

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