Why Social Media is Crucial to Today's Marketing Efforts
It’s crazy to write this in 2022 but hear me out as I see many brands and businesses using social media poorly, sometimes so poorly it is actually hurting their brand and marketing efforts and nothing bothers me more than seeing money being wasted.
I have over 16-years of marketing experience and most of them I have dedicated to social media marketing. I have developed social media strategies and led social media teams for brands like McDonald’s, Rosetta Stone, Kia, Dish, and many others. I have seen them bloom into safe spaces where consumers feel seen and understood. With trust and time we’ve built communities for everyone to feel welcome and appreciated. A place to showcase a brand that “gets them”. We always led with consumer insights and looked to connect with our consumer vs. always looking for an angle to sell them something, which is unfortunately the angle that most brands take in the social media space. There is a place and a time for everything.
“Social media is a commitment you make to your customers. It’s a relationship you must nurture otherwise it will end up in divorce.”
Let me tell you why only pushing product and selling in social media is wrong. When you meet someone, do you automatically tell them about your job, what you sell, or your business? No. You don’t. At least I hope you don’t. Why? Because you know that the first thing you need to do is listen and connect. Find something in common that you can see eye-to-eye on. To be memorable, you need to make this person laugh or empathize with you via a story or factoid. Something that makes them think, that makes them remember you. If this fails, compliments can go a long way. This right here applies to all cultures. Challenge me on this if you’d like.
“Build the relationship, gain their trust, and then - sell them on whatever you want.”
You will attract more people with honey. Build the relationship, gain their trust, and then - sell them on whatever you want but at this point it will happen organically and likely something they will initiate - or welcome with open
Social media is the space where you humanize your brand. This is where you get to connect and speak to your target consumer, to your community. Be you. What are the content pillars you will leverage from in order to connect with your audience? What are you passionate about? What sets you apart from others? What makes you, you?
Careful now. I am not saying not to sell, I am saying to, connect first. Be human. Then sell.
“Connect first. Be human. Then sell.”
Remember to nurture your social media accounts. They are not a one-night-stand. You don’t launch and leave. Social media is also not that ex you randomly go back to so don’t post whenever. It is a committed relationship. You are married and there are witnesses. It is real and it is public. Be consistent and you will see all the great things it will bring to you and your business.
