Tag Archives: conversations

Can You Automate Success? Just Ask Glen.

Is using platforms and plugins to schedule and automate your social media feeds effective? Imagine for a moment that you run a Financial Advisory firm. You hire someone to work for your company. His name is Glen, and you want Glen to generate leads for your business, build relationships, and get people to follow him back to the office for appointments. On Glen’s first day of work, he goes to a busy street corner and places a tape recorder on top of a bench. He then walks into a coffee shop where he can keep an eye on the tape recorder while he reads a book.

People walk down the street, some chatting with friends, some staring down at cell phones, while others rush by silently.  When the clock strikes 9, Glen’s voice suddenly comes out of the tape recorder, “When was the last time you spoke to your Financial Advisor? We’ve got people standing by to talk to you!”

Some of the people walking past pause when they hear the pre-recorded message but none of them stop to look for him.

This is the real life equivalent of setting up an automated social media feed. Scheduled messages come off as impersonal, perhaps even disruptive. They come off as robotic. Technology has yet to take the place of human interaction and nowhere is that more clear than on the Tweet corner (Twitter equivalent of a street corner) with Glen.

Social media is about having conversations and building relationships. It’s about community management and one to one engagement. It’s about having conversations. It’s about getting results and meeting objectives. While companies who promote the technology to automate social media feeds may call it “convenient” or even “a time saver”, what they can’t call it is effective.

And that’s the truth. Just ask Glen.

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When she’s not working as a marketing manager for Make Me Social, Mandi Frishman finds inspiration in old episodes of The Twilight Zone. During her time studying at The University of Florida, Mandi became convinced in the power of learning through play. She has since committed herself to playing (and learning) all day, every day.

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Filed under Community Management, Make Me Social, Mandi Frishman, Social Media

All Work and No Play Makes Jack a Dull Brand

Make Me Social’s Phil Grech named his blog The Social Media Mullet because, like the hairstyle, it will discuss the fusion of “business” and “casual” under the banner of online communications.

Happy Thanksgiving everyone! Guess what I’m going to write about?

That’s right: not Thanksgiving. Even better, I’m going to write about why we should not be afraid to be ourselves – even online – even if you are a business.

Defining and refining the voice of the brand begins in the onboarding process. The onboarding process involves a lot of information, but one of the more critical parts is defining the voice. Every brand should have their own unique voice. Depending on the client, we suggest a possible position on the sliding scale of how our tone should come across when writing content.

Let’s say that one side of the scale is professional and the opposite side is personal. You never want to be completely on one side or the other. Rather, you want to adjust to be somewhere in the middle, perhaps leaning more strongly on one side or the other. A financial corporation would do better leaning on the professional side, while a fun, hip restaurant would do better leaning on the personal side. In both situations however, neither lose touch with one side or the other.

This is what works. This is what we have seen work. This is what we have tried, tested, and proven to work. But sometimes, people feel that their voice should be “all professional, no personal.”

I understand the hesitation to relax and loosen up a bit. It’s your company in someone else’s hands.  And the people who want “all professional, no personal” have great intentions. But it doesn’t work. As an example, take a look at this clip from The Office.

Funny, right? But it also makes a point.

Social media is an ongoing conversation. Social media directly reflects how we communicate in person, as human beings. In fact, the success of a social media site will partially depend on how well it can best replicate the process of human interaction. Replicating this process online is a difficult endeavor considering scientists are still studying and trying to figure out the experience in and of itself.

There is one thing we can easily extract from human interaction however. It’s that we want to know that the people we are talking to are people. We want to know that the people we are interacting with have a voice. No one wants to communicate with talking heads (except for The Talking Heads). We want personality. We want charm. We want a little style and flavor.

The people are asking for it, so don’t be afraid. Give it to them. If you’re going to have a brand, you’re going to have a voice. Let that voice be heard.

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Phil Grech is a Content Manager for Make Me Social. He published his first book, “Don’t Waste Your Hands”, in 2009. He studied English and Philosophy at Flagler College. In his spare time, he reads, works out, drinks an unhealthy amount of coffee, and searches for good conversation.

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Filed under Phil Grech, Social Media, Social Media Etiquette, The Social (Media) Life, The Social Media Mullet