In an increasingly impersonal climate, it is becoming crucial for companies to maintain that bond. And social media offer a huge opportunity. They are still used to a limited extent: as a channel for customer care and classic content marketing . Important aspects, but the real added value of social media lies elsewhere.
Bringing the soul of your organization to the outside world
I believe that companies should primarily bring out the soul of their organization via social media. The DNA as a USP, so to speak. However, that DNA is still so anxiously kept behind closed doors today. By definition, the majority of communication today is fake. It is composed by marketers, cleaned up by copywriters and styled by advertisers. Little authenticity remains of that.
And yet, it is largely that personality that people come back for
How do you choose a restaurant?
Just look at how you make your own choices. If you have to choose between five restaurants in the same neighborhood, you don list to data ‘t necessarily go to the very best, most expensive or cheapest. You choose the restaurant you have a connection with, where you appreciate the atmosphere and the people. Even if the food or the price is better elsewhere. Because you want them to have it.
Activate the likeability factor
Companies today also need to stimulate that ‘feeling’ in social media. Through their DNA. So activate the ‘gun factor’ : make sure that you create empathy as an organization so that people choose you and not a competitor. There is no room for that in the classic channels. You do not send out a press release with photos of team building events, you do not make a TV spot with ‘behind the scene’ images, you do not place banners with stories of employees. So do it clean email via social media.
Thank you, Octaaf!
It’s in the little things, just look at how Schoenen Torfs (a retail chain in Belgium) thanks a what is a phone number list? colleague who has served the organization for many years via Facebook: