Read the original post, published on iCrossing’s Great Finds blog on April 26, 2013.
To build a connected brand, be human with your social media marketing. That’s the main takeaway from the April 23-24 Social Media Strategies Summit, which featured content on how social media is changing the world and how marketers can capitalize on those changes to build better brands.
Being human means connecting with your audience at their level, in the spaces in which they are participating, and in the matter they are participating. Shouting your marketing message from the rooftops is not going to fly in social media. “Ditch the pitch,” stated Maya Grinberg, chief evangelist and social media manager of Wildfire, a Division of Google. The social community – what Maya called Generation C – is creating, curating, connecting, and communicating content more than ever, and they want to be addressed in a way that allows them to continue doing so naturally. Ditching the pitch means the engagement level with your content will go up, improving your brand awareness, trust, and, ultimately, sales.
Ed Brill, director of product management of IBM Social Solutions, built on the idea of being human as well in his session Opting In: Lessons in Social Business, An IBM Case Study. Brill stated that, in order to be considered a social business, a brand needs to engage with its customers on a human level – but also be transparent and agile while optimizing interactions between these customers to gain a competitive advantage above others in your industry.