'Tis the season to be jolly.... People are walking the streets and the shopping malls with a little extra bounce in their step this holiday season. That may be due to stress or it may simply have to do with the joy of the season. Do your communications to your customers and partners also enjoy a bit more "bounce" this time of year? If there is anything that social media has tried to teach us over the past few years, it is to let your personality shine!
People relate to people regardless of the medium. Yes, we want to share valuable insights about our company, our business, our industry. However, people buy from people. Think about walking into an party where you don't know anyone. Who are you drawn to? It's usually the individual with a compelling personality. I've been told that I have a very identifiable laugh. I do enjoy a good chuckle, but probably lean towards a guffaw if the topic really amuses me. My point is that when you are passionate about your topic people are drawn to you. So, simply re-iterating your product feature and functionality won't create a community or a loyal following. However, the company that can inject a business conversation with relevant commentary and personal anecdotes creates a memorable interaction. They show a passion for their subject that is infectious.
Your company's social persona should reflect your passion for your products and customers. Who do you want to be? I worked for HP for a loooong time. For many years, the joke in Silicon Valley about HP and its marketing efforts was that HP would market sushi as raw dead fish. They meant that HP was candid to a fault. HP was not know for its marketing capabilities, they were a company of well engineered IT products (as well as test & measurement, analytical & medical product, at that time). I think we can agree - they've come a long way!
What is your company's personality. Is it open? Is it technical? Is it fun? Is it intellectual? A company with a serious intent (say, pharmaceutical) can still be social in an interesting way. Understanding what drives the R&D teams who are so committed to developing life altering drugs, can help put a face on the company. Your company has its culture and it has a personality. Let it shine through - especially in your social interactions!
What's your perspective?
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