Social Media Marketing Is About Being Social
by Sharon W.
It is so true that where most people go wrong with social media marketing is to see it as an extension of their existing sales and marketing practises. I totally agree with what you say about having to take off our "professional" hat as business people and putting on a "social" hat.
Where most companies go wrong is to use sites like Facebook, Twitter and LinkedIn to send out product updates, company news and the like. What they should be doing instead is have REAL people interacting with folks online, just like if you went to a trade show and were talking to people there (well, maybe that is not the best analogy, but you know what I mean!).
For most companies, social media sites are simply another way for them to get their message out there and that message is usually dull and boring for the average person, quite frankly. What companies should be doing instead is looking to engage people like the top companies that you talk about do. Those companies have real people interact with folks online in an interesting and enjoyable way.
Brands do have power and people like to associate themselves with their favorite brands but if all that means is getting promotional messages in their inbox from time to time, they might as well sign up for a newsletter! Rather, what makes social media marketing so interesting and exciting is the fact that you get to interact with people and it does not have to be all about the product or service or brand either.
Some of the top companies using social media marketing effectively have really interesting, passionate and sometimes downright quirky folks online who share their personalities with other people and really seek to make friends and be approachable, as opposed to having business-minded "professionals" sending out business posts from time to time (which are boring and which no one wants to read!).