Relevancy and Standing Out in Social Media
I often get the comment that I’m highly energetic or enthusiastic. Usually, I respond that it’s hard not to be when you love your job like I do. HOWEVER, it’s also part of the Biznet brand. We want people to know that we love what we do and enthusiastic about it!
Relevant community topics & members are key
Often, I explain social media using an offline example. Imagine you’re target market a mom of elementary-aged children.
You could:
- use newspaper advertising
- sponsor children’s sporting events
- infiltrate mom-to-mom coffee shop talks
- solicit daycare facilities
Clearly, you’ll hit moms eventually–but they’re not that targeted or cost-effective and (let’s face it) a little creepy. Social media marketing provides the opportunity to show up (WELCOMED) to mom-to-mom communities and invites you to participate. It’s targeted, relevant, and (best of all) appropriate.
Wallflowering doesn’t cut it for ANYONE
Today I had to opportunity to meet a new group of local professionals over coffee. It amazed me how many of the attendees played down their services (”just another business doing x”) and stared at the floor. HINT: I don’t want to work with “just another company,” nor am I on the floor. If you’re the person introducing your company to a new group, you better have some OOMF.
OOMF’ing in Social Media
Imagine showing up to a meeting and not participating; in fact, you didn’t even get dressed. Not only would you get fired, you’d be ostracized from fellow attendees. Essentially, you’d be what Shannon Paul refers to as “that guy.” Get dressed by adding relevant content and photos to your profiles; participate by adding value to (and requesting value from) the greater community.
Tags: branding, conversation marketing, How to, Shannon Paul, Social Media
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November 20th, 2008 at 9:50 pm
I couldn’t agree more with you on this one. I go to a lot of functions in my neck of the woods and there are many insurance agents, bank people, and realtors … and they all blend into the same generic person whose name I can never remember, let alone which insurance/realty company/bank they’re from. Except the people from The State Bank, who puts OOMPH in everything they do. Any kind of community event, they’re involved in some way/shape/form, whether it’s the Freedom Festival, the Taste of Fenton, the Business Expo. There are literally 17 banks/credit unions in this one section of town, and they are the only ones I can think of that stand out — that aren’t wallflowers in the least.
As far as OOMPH in social media, I totally agree with you on this one, except that I think one should also occasionally throw in some irrelevant content/photos to keep people on their toes, share other interests, and stand out from the crowd a bit to avoid online wallflowerism. (I’m claiming that word.) Not all the time, but if you mainly blogged about social media stuff and one day I came here and saw a post about your recent trip to the zoo, sure it might be irrelevant but it’d be a nice break from the norm, show your humanity, and maybe some cute baby animals. Everybody loves cute baby animals, and I don’t think anyone would mind. If anything, you’d stand out in their minds more.
November 21st, 2008 at 12:50 pm
Stacy,
A lot of industries (like the ones you’ve listed) are incredibly standard in their “relationships.” Very blue and white, very corporate. Throwing the occasional loop and moving the extra mile can significantly stretch their branding.
I agree with adding personal comments–after all personalization is what builds and reinforces relationships.
Thanks lady!
Shauna