Authenticity goes a long way in building relationships. The same goes for businesses and their relationship with customers.
In Dave Kerpen’s book Likeable Social Media, he hammers home the point to be real and authentic as opposed to systematic or scripted. While on social media sites, companies must be personable and I totally agree with Kerpen.
I know I’ve seen numerous ads on Twitter that seem faceless and I just pass over them. In chapter 8 of Likeable Social Media it gave an example of Omaha Steaks having the employee controlling the Twitter page at the time introduce themselves. A simple few tweets could play a big difference in activity on a company’s Twitter, which leads to potential increases in sales.
I know that if I saw a person (maybe even have a picture) was controlling a company’s Twitter that I liked, I’d be much more prone to listen in or interact.
Kerpen talks about social media being an improv show not a musical. As much as musicals are lovely (shout out to Carolyn), they are scripted and the same each time. Obviously that’s their goal, but in social media and advertising it must be more of an improv show. Improv’s are mostly unscripted and personable with the audience. Kerpen suggests that businesses take the improv approach because it lends authenticity.
Using social media like Twitter and Facebook can be a huge tool to growth of a brand or company if used correctly. A little authenticity can go a long way.
I mean everyone wants to feel important or involved. Why not go out of your way a little to do just that?