If you scrape the surface of Twitter, you’ll find countless articles with the with headlines proclaiming “7 Social Tips You Need!” and “If You’re Not Doing *This* You’re Failing At Social!” Overwhelming right? Even worse, after reading these articles rarely does anyone come away away with any sense of relief, or, “Wow, that was so helpful and enlightening!”
Content, consistency, relevance, interest- all of these things are spoken of ad nauseum. And for good reason, as you do need be aware of these elements when carrying out your social strategy. But too often people do not seek to convey a sense of being genuine: speaking in simple and transparent terms. People are smart and if you’re a phony, customers will let you know by tuning out your message. Really, the best social media advice one can receive is the same advice my mom has been giving me for years: just be yourself, honey!
Okay, “be genuine.” It is easier said than done. Furthermore, it’s certainly a concept you need to FEEL out (important because so much of marketing is inspiring feelings in your audience). However, there are a few things that 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.