An assumption can be made by the public when a business takes up social personas on Facebook, Twitter, Flickr, etc.. That assumption is “pay attention to me and buy my stuff”. Lots of it. The problem is that that communication tone and utilization of social tactics/ social media to amplify a sales tone of voice is really obvious. No dance, no art in how they’re utilized means no engagement.
I don’t like being yelled or screamed at. Screaming and yelling is appropriate under some circumstances. There is no tact or art required if your house is on fire and you’re trying to get people out. You should scream “the house is on fire”. If you’re a military drill sergeant screaming seems to be acceptable. Especially if you are trying to motivate through intimidation, which seems to be at the heart of a drill sergeant’s way of communicating.
In a marketing situation screaming and yelling is inappropriate and mostly passe. If your social media communications are coming off as a pitch, then you’re probably screaming at those with whom you wish to communicate. I’m assuming most marketers intend to communicate, which is of course a two-way street. Screaming is not a respectful, two-way mode of communication and it’s usually obvious.
Obvious is boring and pitches get me fired up, which is what I’m getting at. I have a love/ hate relationship with “the pitch”. I’m guilty of giving dozens of crappy pitches. If you’re an entrepreneur or a passionate company person you carry excessive pitch guilt. The pitch has it’s place. Social Media is not a place for the pitch.
The Brand Jimmy
Are you excessively referring to your brand or company in the 3rd person? Pulling a Jimmy?
“Jimmy’s got a compound fracture!…Jimmy’s gonna get you, Kramer! Jimmy holds grudges!”
Jon’s Got a SALE!!!
Jon’s Got a Special.Jon will make Jon a deal.
Jon Holds Big Grudge if you don’t read blog.
So, I said to myself “Jon, you should really buy Jon’s stuff”
Something strange happened. I went to Jon’s to buy Jon’s stuff and found out that Jon has lots of stuff.
Do you only Tweet when you have something to say about the company? Do you only blog about “the big sale”? Using the logo for your personal facebook account? There’s something creepy with talking about yourself in 3rd person. Using social media and non-stop communicating about just you in 3rd person, not about your industry or expertise comes off really creepy. Even if the communications aren’t straight up in the 3rd person they might as well be. Only talking about your brand or company has the same creep factor.
Ditch the Pitch and Make ART
Social media is about communication, not tactical fixation. Effective communication is an art. What’s nice about making art as a social media strategy metaphor is it captures the idea that brands and companies are unique and how they express themselves is subjective.
In terms of social communication intentions, some people call it engagement, others call it building community, which are fine. That said, the one that really makes me cringe is “generating buzz”. I tend to think of social communication as just talking. Communicating and sharing. The ART is finding your voice and communicating with authenticity. “Generating Buzz” doesn’t feel real.
Listed below are some thoughts on how to make social communication ART. They’re not absolutes. Just starting points. ART spelled out:
- Amuse with authenticity. You don’t have to entertain me every time you send out a tweet, but If you’re going to tell me the specials then make it interesting. Who’s cookin in the kitchen? Who’s there? What’s interesting and special about tonight? Go real far off the deep end and give me information about the industry that I care about. Become an expert.
- Respond. Endlessly updating without responding to others is rude. Don’t be rude.
- Talk. Be real. Be yourself and be direct.
What do you think? How should brands and businesses utilize social media to have some level of engagement with their audience?
I dig it. ART. Got it. Nothing sears info into this boggled brain like a good acronym.
I’m a big fan of Artie Isaac. He’s a master of this ART of which you speak. http://www.artieisaac.com/
Insightful post, Jon.
Agree 100%.
Reminds me of this snippet on ’social media experts’ (which you may have linked me to):
‘As a communication and artistic skill, it is not solely the technical application of how certain elements work: but how certain elements work in conjunction with an audience.’
[from http://bit.ly/jUNP
This is Communication *Arts*. There are subtleties; it’s nuanced.
I can wield a hammer and nails — any tool — if need be. Just pounding away. But using them properly to create something of beauty is a craft. Practiced by artisans.
(The results *I* achieve, comparatively, are ugly and unpolished and people get hurt…)
Reminds me of that old Warhol quote (this may be a paraphrasing): ‘Being good at business is the most fascinating kind of art.’
Keep it coming.
With updates from SXSW, por favor.
Thanks Ryan, I agree. I like thinking of “social media marketing” as Communication Arts for a few reasons. With the breadth and depth of messages and information out there it’s safe to say that those receiving marketing messages will not process them in the way you intend. Thus, the architecture, the art of social communications has to place a lot of value on personal edification.
I could go on and on about it. The other factor to heavily be considered is testing and measurement.
Indeed.
Social Media Marketing = Communication Arts.
And I personally think of SMM as just *one* tool available in the discipline of what I like to think of as Connections Planning.
Which is media agnostic.
And my primary interest, as of late.
I sense a movement being born..
[...] Outright advertising even if your opportunity or service is perfectly legitimate and applies to the small business community, we would prefer press releases or information that add value to our members’ experience instead of outright ads or pitches aimed at selling our members on your service or product in an area set aside for information and exchange. [...]