Tag Archives: b2b

Strength in Humans – The Power of People in Social Media Marketing

When we tell brands to be “more human” it’s rare that they immediately understand how it translates on social media. Tim Howell set the stage for this blog when he asked businesses to ask themselves why it was important to “be human” on social media. In this blog, I’ll look at how businesses can effectively be “more human” while still meeting their social media goals.

I believe that part of the answer can be found by looking to Humans of New York (HONY).

HONY is social media.

More specifically, HONY is a website that gives people everywhere “daily glimpses into the lives of strangers in New York City”.

These people aren’t famous. They are normal, everyday people walking the streets of New York. And their photos and stories have transformed into something almost magical – creating news, inspiring imitators, and serving as great platforms for calls to action.

It is visual. It is storytelling. It is measurable. And at its core, it is undeniably human.

So how can companies use the magic of HONY’s humanness to inspire their brand’s social media content?

Step 1. Highlight the Human Side.

Every business has a story to tell. There may be a single person who embodies the spirit of your brand, or an entire department that spends everyday living up to your brand promise. You are a company made up of people. Embrace it – your audience will.

Step 2. Write Well. Write Often.

You are as strong as your content. If you go to a party and tell the same story over and over, eventually people will stop paying attention to you. Social media is the same way. Part of the appeal of HONY is the stories behind the photos, told through short, platform appropriate captions. New content is posted daily to multiple platforms, which brings me to the next point…

Step 3. Know Your Platforms.

You wouldn’t use YouTube to post photos and you wouldn’t ask someone on Tumblr to “Like this post!” Great content will go nowhere if it was posted to the wrong platform. The visual nature of Tumblr and the ease of sharing across the network made it ideal for HONY. Adding in the virality and reach of Facebook enhanced the reach and awareness of the brand. Before you post, ask yourself: are the capabilities of the platform aligned with the needs of my brand?

Remember: the “Robot Revolution” hasn’t happened yet. If you want to successfully communicate with humans, you need to be human. 

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When she’s not working as a marketing manager for Make Me Social, Mandi Frishman drinks a lot of tea. 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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All Truly Great Thoughts Are Achieved on Twitter

When was the last time you stopped and really thought about social media? I’m not talking about strategy, or metrics, or the most efficient methods of raising the virality of your posts. Stop thinking like a marketer, or a business owner, and start thinking like a philosopher. In short, stop asking ‘how?’ and start asking ‘why.’ Why do consumers visit Facebook? Why do teenagers, industry influencers, and celebrities devote hours a day to watching text scroll by on Twitter? In most cases, we can safely say that they aren’t there to visit you.

Social media is supposed to be fun, funny, entertaining. America’s businessmen aren’t wasting their workday on Facebook reading about B2B sales opportunities. They’re tending virtual farms. They’re chuckling at the latest Memebase post, or making plans with buddies for after-work drinks.

I know, I know, these are things you’ve heard a thousand times before. “You need to be more conversational,” or “we should be altering our tone to match the audience.” Stop it. Stop thinking strategy. You don’t need to enter every social conversation with an agenda. When you enter every conversation as a brand, and not a person, you come off sounding like a machine. Sometimes, it may be OK to engage with your audience without worrying about how “it fits into the broader picture of your brand identity.”

Sometimes, isn’t it OK to talk like people? Isn’t it OK to drop the brand-speak and interact on a basic, human level? Obviously, I’m not suggesting you drop everything and abandon your brand. However, once in a great while, let some humanity slip in. This Media Minion blog says it perfectly:

“Humor in a big brand’s social media marketing has pretty much the same effect as seeing a teacher outside of school; “Woah, they’re real people?”

Ambrose Bierce once said “Wit- the salt with which the American humorist spoils his intellectual cookery by leaving it out.” Humor is the essential seasoning for an engagement casserole, so feel free to sprinkle a little bit onto your next post.”

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Tim Howell

Tim Howell is a community manager and data analyst for Make Me Social. He studied fine art, psychology, and international pop culture at Bowling Green State University. In his spare time, he is a novelist and social activist.

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