Does Giving Your Brand’s Social Presence A Face Matter In Your Strategy?
Have you ever interacted with a brand on Twitter or Facebook and wondered who you were talking to? Ever thought that if you knew it was a 50-something male or a 20-something female that you’d approach with a different tone? Would it even make a difference? Many people probably wouldn’t care, but those that do are pretty split on this. I am a big believer in promoting the faces behind the account to help make communicating with the brand a tad more personal. Logos just aren’t enough.
I haven’t done research or found stats that prove why showing off your community manager could be helpful for your company, but I believe it would help give your brand a more human voice when posting and conversing with fans. ‘Humanizing your brand’ is the new thing these days and has been adopted by few companies, but is a growing ideal. Some brands that are promoting their operators include @UPS, @Dominos, @Southwestair, @JetBlue and @Starbucks by putting the names and/or Twitter handles in the company’s profile. @Dell is the only one I’ve found that adds their community managers on the background image of their Twitter page. It’s tough to do the latter because of the lack of real estate available, but is a great way if you can! I suggest keeping the logo in the avatar and adding your operators in the company’s Twitter profile or in the background image, like the brands mentioned earlier.
I always feel comfortable when conversing with a brand that does this because I can see who I’m talking to and I’m willing to bet that others feel the same way. When I’m only talking to a logo it often feels like I’m talking to an old corporate codger who is grumpy all the time or a lawyer who is way too worried about each word posted. Personally, I like to chat with the brand’s community manager on my own Twitter account because I am in the same career field and like to learn from others like myself. By doing this, it also allows me to chat with the company like I am with one of my friends, with a more relaxed feel. This is the type of thing all brands hope for in social media, to interact with fans on a deeper, more personal level. The goal is to build a community with your following, but you need to be transparent and open about your goals and intentions. Letting people see behind the curtain of your brand’s social channels is a must, in my opinion, because it can really help attain that goal, or at least steer it in the right direction.
Just my short, quick opinion on the topic, but I really believe it can be a valuable asset for a brand’s social strategy. What do you think?