Getting Social Is About Being Real

Today’s cultural movement of the introduction of new technology (beginning with the invention of the telephone in 1876 and continuing with the rapidity of subsequent entertainment technologies) has proven to be the cornerstone of our “gotta know” voracious appetite. In the early days of radio and television, advertising was geared to be an authority over those who weren’t “in the know” about how amazing “this product” is … or what wonders “that product” could do for you. America’s first television advertisement came on the stage in 1941, which enhanced the authoritative nature of advertising even further. Marketers were telling consumers about the wonders of a new product or service. Introduce women who actually USE the products, the backyard fence, and word-of-mouth communication.

Back then, for marketers, Social Marketing was called Brand Management. We wanted to MANAGE the thoughts and buying patterns of consumers. What was grossly overlooked were the real thoughts and emotional engagement of the buyers. This was done behind the advertising scene, at kitchen tables and social events. Let’s look at advertising as a “polite interruption” in the early days. As television and radio dominated our entertainment, advertising began to adjust to be exactly that — more entertaining. And for years, for decades, that’s how it was done.

Introduce the Internet. Initially reserved for geeks and cyber chatters, the commercial world was leery about the medium that could not be controlled. This medium has been social (or peer to peer) since its inception … we’ve just now caught on to that reality. So, Brand Managers found another way to control our message: websites. Oh, YES! The duplication of our brochures and catalogs just to control our message was considered the way to go. Only one problem. There is still a very social world of chatters, bloggers, etc who would opine about our products and services, and thanks to our constitution can do so without restraint. At first, most marketers dismissed the online chatters as “unimportant”; as the rantings of those with “nothing better to do”. We misjudged the cultural shift that was happening at the speed of the Internet. Millions of individuals could now find and discuss what they wanted in an honest peer-to-peer format. Today we have Mommy Bloggers, Silver Haired Surfers and Gen Y who all want it their way, and demand a top experience from brands … an interactive experience.

But still, even with all the statistics about the need for a real conversation, not a contrived campaign — marketers continue to try and control the message, the popularity and the purchase of our products. But, what has really shifted, the advertising or the people? I say the people. While we measure the internet through clicks and impressions – we rely on individuals who are as different as the snowflakes I am watching outside my window. It reminds me of the old dating Joke, ” Do YOU like pizza?”, “I like pizza too!” Well then, we must be a match.

There are far more intricacies in an authentic conversation than just finding demographics or blanket common denominators. But, it starts with knowing who YOU are. What are your real qualities and why would an individual want to interact with your brand. “We have a beach”… ummm .. ok? What else ya got? What are the people there like? Who has the same interests as I do? Etcetera. Just like the old yarn about “split aparts” where every person has a destined mate … every product and destination has millions of matches. But, you aren’t reaching them with banner ads, you’re reaching them through conversation. Real, honest conversation.

And for God’s sake, please do not “pretend” to have a social campaign that is merely your ad agency flogging (fake blogging/posting) to continue to control the message. A recent blow up is Samsung — read about their bust here: http://www.socialmediatoday.com/SMC/174157. Don’t try this at home kids. Contrived=publicity nightmare.

Believe in your service and product and know that it won’t be everyone’s cup of tea … but that’s ok. That’s what we are about, us online users. We just want what WE want – don’t force us. Talk to us honestly, inspire us emotionally and reap the rewards from a true match. For the managers and CEOs who are terrified of bad comments from Tweeters or other social users: I promise you, it’s never as bad as you think. Even with the most vulnerable brands I have worked with, negative feedback is miniscule. People aren’t joining your fan group just to be ugly. They care, or they wouldn’t click. If you have any negativity, deal with it honestly and above reproach. But do it, and you’ll be glad you did. Be honest, be real. Let them know there are PEOPLE behind the brand. Promote yourself and the love you have for your brand – that is an infectious message. You’ll hit speed bumps, but what’s life without the challenges that make us stronger?

Remember, dear marketer, you are a person first, and a brand second.

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