3 Ways A Social Media Brand Account Can Be More Human

Last month I had a twitter conversation with a newer brand account. The conversation was around the human factor of social media marketing and how they were struggling with accomplishing this. Stating ” it is hard to be less business like and more personal”, to which I responded “hard? It’s required in Social Media”

Boiled down to it’s most basic elements, social media is two things. Value and Human. I have written about this before in a post that gets into the details of this fact and the importance of making brand accounts human.

Understanding that people make up social media, not logos or brands is important. Realizing that you’re not Starbucks or Pepsi should be a wake up call that you can’t do what they do in the social graph. People have and build relationships with other people, not logos. The more you make your account human and approachable, the further you will get with relationships and the better your results! Don’t be a stuffy robot in your social media marketing activity. Be human and approachable!

Here are my suggestions for making your social media account more human:

1) Bio/About information: Get a name, a person into the bio of your account. Twitter is far less formal than facebook, so get a person into the name field of the profile. Humanize the bio information to have some of your personality, not just information about the business.

2) Twitter Photo: Include someone’s photo in the account on Twitter. Nobody knows your company yet, so don’t try to be Starbucks. Get a photo into the account. The same goes for Linkedin. Be sure you have your photo in your account!

3) Posts: Take the time to post things that make your brand human. Talk about the weather, lunch and even weekend stuff. The more human you make your posts, the more approachable your account will be and the more relationships you will create.

Spend some time making your account about someone rather than exclusive about something. Human’s easily connect and build relationships with other humans, not logos.

**Note ** A follow up to this original post is now live – Click Here


23 thoughts on “3 Ways A Social Media Brand Account Can Be More Human

  1. Of course, I totally agree with you, master Robert. And I also understand the sentiment expressed by…”it is hard to be less business like and more personal”.
    There are many blocks to being successful on any of the social networking platforms i.e. technology, too many choices, time & resource constraints, but the one that I find most challenging is the “being social” one because it represents a dramatic cultural change of how we’ve gotten used to doing business.
    Many see social media as platforms and platforms are something we stand on to deliver messages (or paint ceilings).
    To stand on a platform for the purpose of interacting on a personal level with people that you hope will be clients, goes completely counter to what we’ve been taught about being professional.
    To paraphrase Olivier Blanchard, helping businesses become social is as much about change management as it is social media consulting.
    Thanks for getting my thinking gears going this morning :-)

    1. you see I look at it much differently. I see social media as a parallel universe. The easiest way I get brands and social media agencies to grasp this is to simply picture themselves at a live networking event. Do what you would do there in person. Socialize, communicate and get to know people without being over bearing or pitching too much. Conversely, whatever you would not do at that event, don’t do it here either.

      I find that by framing the social element this way, many grasp it easier and make huge head way quickly with the human side of their marketing efforts.

      Always great input from you Ray! Appreciate you bro!

  2. Great post as always. You know I agree with you. The problem is most brands approach social media from the traditional marketing mindset. It should be seen as networking. The people that are successful at networking are those that have real conversations and are focused on building relationships. If you go to a networking event and talk about nothing other than your business then you probably aren’t going to get very far with building a relationship.

    This is why I think many brands struggle. One thing I like to do is compare social media to Main Street America. They might not do business with each other everyday, but they check in with each other and get to know each other. In the end those people will come back to you when they need your business. At least, that’s how I approach social media.

  3. Explaining the essence of social media cant get any simpler. its about delivering value and building relationships in the most personalized and enchanting way. Humanizing interaction with customers is critical to the success of any social media strategy for B2C organizations. Will share this with my team. Great job

  4. Brands struggle IMO, because they get all hung up on being a company/organization/machine, then legal starts restricting conversations and next thing you know brands lose their humanity! Fear is the biggest crime by companies regarding SoMe.

    1. That’s true for big brands, but they are few in the grand scheme of things. The average company needs to take this to heart and is who I write for. I could care less about the big brands and their celebrity direct marketing based social media marketing. That stuff is irrelevant to me, you and the average agency and marketer in the space. :-)

      Thanx for jumping in Karen!

  5. This is exactly bang on Robert, and precisely what Nancy & I make every effort to do online with spreading the word about her novel AMULET (soon to be novels), and so far her debut novel is selling big as a result!

    Another point to make here would be the Klout factor. For the social media ‘experts’ out there, here’s a heads up. Klout is watching and taking names, Nancy & I are both using the plug-in for Firefox & are laughing at the guys that have 10-60 Klout scores & claiming to be able to tell Nancy (Klout of 64) and me (Klout of 54) how to be more influential online!

    Sorry if that statement hurts any feelings out there, but you know what I think the million dollar question for businesses that are looking to be successful is? If we’re doing this, how many others are now, and are going to be in the next ten years?

    Excellent post Robert thank you!

    1. Love it Patrick… Be careful on taking any stock at all in Klout scores. Remember, the folks there are not social media people but rather programmers and scientists (Mathematicians) How they could possibly understand what makes for influence and all the numerous variables surrounding that into an algorithm makes me VERY skeptical.

      Focus rather on results surrounding specific metrics. Not the least of which should be revenue/sales. You got it right, so keep it rolling!


  6. That’s definitely a word to the wise on Klout!

    The metrics & numbers just don’t always add up…. case and point would be that according to Klout, Nancy has more influence than Ozzy Osbourne…. LOL! While that certainly feeds our egos a bit, I don’t believe it takes a genius to do the math there and realize something’s not quite right. Of course outside of the music industry that’s a good goal for us, but… probably a LOT beyond reach just yet.

    But, the way businesses more and more are demanding that computers & metrics become their proverbial gods I fear that it’s only a matter of time before they set the metrics to be far more accurate as more and more people jump onboard & the ones who don’t at least pay attn & get the best possible positions for themselves early are going to be hurting for sure.

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