Let your people out of the box
It seems like more and more businesses are starting to use online tools to market and communicate their messages. Social media is new and shiny and companies are eager to find more ways to broadcast commercials using Twitter, Facebook, and other social networks. However, many businesses are still applying marketing 1.0 tactics to web 2.0 tools.
Traditional marketing utilizes techniques that broadcast a message to the masses. Typically you would make a commercial, buy some airtime, and broadcast to your viewers for 30 seconds in hopes that the message sticks. Perhaps you would buy a billboard, paint it with your logo and message, and capture as many eyeballs as possible. These techniques do actually work.
Now that social media has opened up new channels of communication, business owners and marketers are eagerly applying the same tactics to new mediums but then sometimes question why it’s not working.
What some businesses are consistently failing to understand is that people are craving contact with actual people. Social media is a space for humans to communicate, not faceless logos. Rather than hiding behind your logo and keeping your employees a secret, empower everyone to exist online as a person. The CEO could benefit from blogging and signing his/her name to postings. The marketing director might actively talk to people on Twitter as a real person. Employees should be encouraged to connect with clients and associates on Facebook as themselves. Your team should be empowered to manage their own LinkedIn profiles as people.
This is an age of personal contact and human stories. Successful companies need to embrace the shift in customer expectations and blend corporate branding with personal branding. If asked what their most valuable assets are, most companies would quickly respond with “our people!” If that’s true, let them show their faces to the world and to your customers. If you are creating a positive environment and hiring the right people, your employees should be proud to represent your organization.
People want to do business with people they like and trust. Let your people out of the box and encourage them to have a real conversation with your customers.
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