3. Anti-Social on Social Media
Problem: Businesses miss the mark with social media when they treat social media like a megaphone where they shout directions, “Click here! Read this. Retweet that!” Too often they hit publish on a link to their latest blog post or a fun picture from a recent company activity and wonder why clients are not lining up to buy products or services from them. This is because they are not investing time in others, they see social media as a one-way channel.
Solution: Successful brands treat social media more like a group therapy session (a bit of an awkward analogy, we know) where they are the discussion facilitator. They start important conversations around topics relevant to their audience. They help solve problems. Most importantly, they listen and take the feedback necessary to improve the situation (solve your audience’s problems with content, customer service, or even a sale).
In practice, this means you shouldn’t just hit the “publish” button and logout for the day. It means you should share the content your audience is looking for AND spend time engaging with them and adding value even if you don’t stand to benefit right away or at all.
4. Robot-Like Personality
Problem: Businesses disengage from their audiences when their social media posts and activity resemble those written by a robot. This is related to some of the common problems we’ve outlined above, namely lacking a strategy and engaging in antisocial behavior. A brand is behaving more like a robot when they are hesitant to share opinions, utilize key hashtags, express emotion, and use emojis.
Solution: Envision your brand as if it were a person, a friend. Your friends have opinions. They have humor (hopefully). And they have a personality. They even make mistakes, grammatical or otherwise. They like, comment, and share posts from their friends. They get excited. They get sad.
To create a brand personality, we suggest an in-depth review of the brand’s value proposition, posting language, and opinions by key members of the executive, marketing, branding, sales, and customer service teams. If you work for a smaller organization, meeting with the founder can be an insightful experience and can really help identify ways your brand can engage in human-like behavior.