One of the side benefits of businesses using social media is that it requires some maintenance by actual human beings. For every business, this presents an opportunity. Whomever is managing your company’s social media efforts could become the face of your brand or company online.
The above screen grab is of Scott Monty’s Twitter account. Scott is the head of social media engagement for Ford Motor Company. Other than CEO Allan Mullaly, Scott is the the most recognizable “face” of Ford, because that’s how Ford positioned him to be.
Corporations and brands tend to be faceless organizations: The only humans that customers interact with are the ones they meet in brick-and-mortar locations, or via customer service. Social media presents an opportunity for companies and brands to humanize themselves. It goes towards perception, trust and ultimately, comfort.
In a recent Ad Age column, Chris Malone, chief advisory officer of Relational Capital Group, discussed this at length. Here are some of the key points that he made:
Social media are simply the most obvious place to apply insights about warmth and competence. This universal model of human perception has the potential to significantly reshape almost every aspect of the way companies build, manage, service and advertise their brands.
Because social media are ultimately a platform for conversations, brands can have actually discussions with customers, answer questions and more. This is the warmth that Chris is talking about. If you feel like someone is listening to you, then you’re likely to feel positively towards them.
Putting service-related honesty and selfless intentions on display for consumers to comment on and share with others will surprise, impress and inspire them.
This is all about transparency. Previously, all customer questions to a brand happened behind closed doors, on the phone, in the call centers. While a lot of that still happens today, some of it is shifting online, to social media platforms. Customers cannot be brushed aside when they leave pertinent comments and time-sensitive questions on a brand’s Facebook page.
In an article appearing today on Mashable, the author touches on this as one of the different “engagement styles” that can be used by businesses using Twitter:
With one friendly “individual” voice. This engagement style calls for a business to officially anoint someone or selected people from within the company to be the official Tweet-voice. Their personality is allowed to come through on some level within company boundaries. Customers need to feel as if they are being handled by an actual human being who is personable, but not too edgy
Businesses considering a social media presence should also consider having an employee as the “face” of the company or brand on social networks. It will lend to the credibility of the business, because customers feel like they are interacting with a person, not a nameless/faceless entity.
Ben
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What’s key in social media is social. Social = people. In fact, I don’t like social media that much because the media part is less people centric and don’t portray what “social media” really is: a massive network of niche networks where like minded people share/think/love/debate and so on.
Now I think putting a face isn’t enough. Say your brand decide to have a twitter account and put someone in charge but the brand gets 10k followers. Ok there’s a face. But communication is about mouth and ears. And we want to be listened to. No way one face can listen to 10k people
So I think SM should be thought in term of 1) putting a face (the human feel) 2) putting many ears out there (allowing everyone who has the desire and skills to participate.
Makes sense
Laurent
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