We all know the reasons why it’s important for your business to reach out to your customer via Social Media. But with all the noise coming in from Twitter and Facebook, one has to wonder are you really getting heard? To answer this you need to understand that user interactions online are very similar to human behavior in person. Your customers/users are more interested in a message that is relatable and personable on a human level.
I was reminded of this when I went to a nearby café/bar. While the food and drinks were great, what really caught my attention were the people I interacted with during my visit. Each individual I met was personable and funny, and made me feel like I was being entertained at someone’s home. But what I cherished the most was that each had unique characteristics. They each had their own style, their way of telling a story; their personality. The experience with the employees at the café left a lasting impression of the establishment itself.
Whether in-person or online, a company’s personality is not only important but necessary to grab your customer’s attention and make an impression. But how do we create a personality for a business and make connections online?
The café I visited reminded me that it’s not about a business objective or mission statement, the business’ personality is shaped by the character of each person that works there, each with their own ideas and unique way of telling their story. To create your personality online it’s important that the people that make up your business; designers, project managers, CEOs, etc. shine through. Here are a couple ideas to get you started;
- Give your employees a medium to express their ideas or opinions. Make sure it’s marked with the authors name and photo.
- Make sure each employee has their own twitter account. Then create a list that follows all your employees.
Giving your employees a voice will make your overall business voice one that is relatable to your audience on a human level. Your customers will see your business as an establishment that houses distinct and interesting human beings, not just a business trying to sell products.
Social media has made it really easy for businesses to make connections with customers, but are these connections lasting ones? There are services out there that will automate following/adding connections but most likely they will not last or benefit your business. Again, to do it right, remember how it works in person; take the time to sit down and genuinely reach out to your customers. Just like real friendship, making connections and fans online takes time and effort. Whether the connection is through Facebook, twitter, email, etc, take the time to learn about each person your business interacts with. Listen to their stories and tell them yours. I guarantee they will become a long-term customer that feels connected to your business.
This approach is not easy and will leave you with only a handful of real connections. Don’t get discouraged; just like the real life friendships you make as an individual, the online connections you make for your business will be the most meaningful.
