The Human Factor and Social Media | LinkedIn

The Human Factor and Social Media | LinkedIn.

The last section – worth reading the whole article though

People first. Brand later.

I recently came across an interesting Twitter account by accident. Someone had mentioned Arlene Dickinson’s new book “Persuasion” to which I replied saying I’d pick it up in the afternoon. Not even 10 minutes later, there was a tweet from Harper Collins, the publisher, saying how they believe it will be a great read.

That, in and of itself, is not anything groundbreaking. However, my interest was peaked since I am planning to publish soon. I thought, how great would it be to connect with someone at a well respected publishing house.

Clicking over to their Twitter account was a pleasant experience. Most companies would have some hacked together selling proposition and a website in their bio, however Harper Collins has a simple bio with a listing of employees manning their social media presence. Immediately, it was easier to relate and converse. Because I was not speaking with a shapeless corporation, I was in fact speaking with either @corybeatty or @shanparsons. Real people! How innovative and wonderful.

As much as we as marketers like to think that audiences have some sort of an emotional connection with a brand… you must remember that a brand is composed of people behind it. This is even more important in social media marketing. It’s hard to have a conversation with a Ford… yet it’s much easier and more natural while knowing that  Scott Monty or Craig Daitch is behind the keyboard on the other end.

What is the lesson here? Listen, converse and be human. That’s all. It’s not crazy social media voodoo guru ninja BS… just personal relationships and common sense…

About 3dragonmarketing

The 3DM team is lead by me -Graham Archer. In addition to the usual 20 plus years of marketing and Sales experience (that I’m sure you’ve read elsewhere), I can uniquely say that I've worked for not one but three of the “Dragons” from Dragons Den. More of that on the website. My main area of expertise has been in areas allied to the financial services sector. Beginning at Green Flag I was responsible for the retention strategy of 3.5 million members, as well as creating and delivering the marketing for a key affinity group for the business– Financial services – clients included Prudential, Norwich Union and many more. I then became Retail Marketing manager at First National Tricity Finance (Now part of GE). Although what the company did was “Financial” (Interest Free Credit etc) my clients were massive retailers like Argos and Allied carpets – they were interested in what credit could do for their sales so for me and my team the challenge was always much more about engaging with Retailers than understanding the technical side of finance. The “Rule of 78″ wasn’t high on the clients mind! I then went agency side to Rapp Collins where I was responsible for all the direct marketing of Abbey National (Now Santander) and then joined CACI ( ACORN etc.) where I helped clients such as – Zurich, Nationwide and Britannia Building society – both acquire and retain their customers. Then came Red Letter Days and the Three Dragons link. In a nutshell my Key skills are: marketing strategy & planning, project management and direct marketing techniques to maximise customer response and ROI.
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