In the age of social media we’re always being told that we need to engage with our audience, but actually there’s far more to it than that. If you really want to hit the right notes then you can’t just engage—you need to enchant.
Audiences expect more from their brands than ever before. They want to be able to communicate with them quickly and easily, and they expect a human response rather than a generic answer. It’s this human element that makes all the difference—you need to let your personality shine through in every communication, because otherwise you’ll be just another faceless brand in a crowd of thousands.
It’s all about adding value to the company/consumer relationship, and if you can give your audience more than they expect they’ll always appreciate it. You’ll be seen more favourably as a result, and that can have a knock-on effect in every aspect of marketing. Once consumers know you’ve got a personality you can capitalise on it and let it come out more often, giving you the edge over the competition who might stick to bland communications.
It’s the level of enchantment that makes social media so worthwhile. No matter whether Twitter, Facebook or Google+ is your network of choice you can bring that same level of enchantment to proceedings—don’t be a corporate machine but instead inject some energy into your communications, even in the face of complaints.
A great example is in the O2 outage last week. The O2 Twitter stream was full of vitriol from angry customers, but rather than putting the shackles up the social media team responded with helpful suggestions, wit and even a bit of cheek—it paid off, and shows the benefits of steering away from the corporate line and being human instead. Why not give it a go?