almost always come across as disingenuous:

  • Not interacting with followers through comments, questions, mentions, etc.
  • Relying solely on scheduled posts
  • Posting the same exact content over and over again
  • “Always Be Closing” mentality

Being genuine is a tactic that all firms, of any size, can accomplish. And oftentimes it is even unintentional. Harper Perennial, the New York publishing company, executes its social with a hilarious level of “genuinity”. It has over 40k Twitter followers, yet still interacts on a real and personal level.

On a smaller scale, the Pittsburgh hot dog shop Franktuary is another stellar example of authentic interaction. The good people at Franktuary engage consistently on Facebook and Twitter. All of which is done with a friendly and somewhat irreverent tone.

Essentially, social media is a 24/7 networking event with the typical cast of characters. One person works the room effortlessly, begins conversations with everyone and never once seems like they’re selling themselves. Another feels terribly awkward and stands up against the wall. While another particularly abrasive individual is pushing into conversations and relentlessly pitching themselves. Clearly, you don’t want to be the wallflower, so avoiding those disingenuous actions will help you from becoming the infomercial pitchman on the other end of the spectrum.

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