This morning on twitter, I posted the question, “When using social media, does it make more sense to use a brand, or use a person who represents a brand?” In 10 minutes I received seven responses. Obviously, I am not the only one who has encountered this dilemma.
This topic has been weighing heavily on my mind since becoming very involved in social media and using it for businesses. I began by promoting myself and learning how to use social media by using my own name and profile to garner business as a marketing consultant specializing in social media. I offered my services, and my social media interactions and usage became my “real time” portfolio. People were interested in me because I offered some sort of value and wasn’t just pushing a brand on them; I was providing information and insights. I just also happen to offer consulting services and some felt I knew what I was doing by following me and viola!
After working on a few business campaigns, I found myself encountering the obstacle of facing companies that only wanted a corporate branded account with no name or association with a real person. This was a good approach for some brand visibility and awareness, but the “buzz” soon started to fizzle. I found the anonymity fostered the social media space to become just a platform for promotions—and that is not social media and not necessarily what people want. The interactions depleted and with social media “if you don’t use it, you lose it.”
When an influential person, or someone of interest, was put behind the brand, the account became more about the person and their value rather than the value of the brand and others were more accepting.
My solution then became, make two…or three! There is nothing wrong with creating more than one account to hit different audiences and serve different purposes. Let’s use twitter as an example…
If my company has a brand and I want to create a twitter account, I should go ahead and do it. I can then target specific people based on my intended audience and gather followers who will find value from my tweets. I might add a promotion here and there, maybe some videos showing the internal culture and other tweets that provide relevant information. I might also have a social media person or the CEO add an account. This person should make the account as personal as possible, but also mention they are a part of the brand and keep that in mind when tweeting. Because different audiences want different things from twitter, there is not a single solution except to listen and observe the social space and craft your plan to reach your targets how they want to be approached.
This solution is even stronger when creating blogs. Not many people are so brand loyal as to want to read a blog about a specific product, but maybe they do want insights from the CEO, Social Media Manager or HR person. More than one can be created (and maintained) and they can link to each other offering an array of information with different perspectives and ideas.