Personality in Social Media Marketing requires a personal approach. It’s about people connecting with people. However, many businesses still look at the tools and channels first and don’t see the overall digital business picture. In virtually all business functions, people, personality and relationships are key. Faceless and big companies are looked upon with distrust.
It’s an evolution that has been going on for years, especially since communication often was company-oriented and more a monologue than a dialogue.
Social media enabled people to voice their opinions in very public ways and to have more control over how they interact with businesses regarding the when, where and how and regardless of the reasons why. This phenomenon contributed to the need of business to be more customer-centric, listen to their customers and move from monologues to dialogues, dropping the ivory tower and faceless mentality. Social media did not cause this; it just speeded up the process and enabled people to form online communities in ways we didn’t know beform.
People already were losing trust in ads, corporate messages and businesses in general. Proof: we skip ads on TV because we can, and we increasingly ignore emails, certainly when not personalized, and banners on the Web, a phenomenon called ‘banner blindness’. And it’s about more than just the message or content formats. It’s about the people and organization we trust and distrust. Edelman’s Trust Barometer is just one of many reports showing how trust has shifted and keeps shifting.
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