Saw this great quote by Jonathan Ames that sums up the secret to social media marketing success:
“Is everyone just walking around with their phone, making these pithy comments? It’s kind of crazy … It’s obviously very ego oriented. ‘Pay attention to me, pay attention to me.’ Now, all writing, all the arts are a form of ‘pay attention to me,’ but there’s also the flip side. Like, I want to give something. Let me entertain you, let me amuse you, let me try to please you with this thing I’ve made. And then pay attention to me.”
When I present social media seminars to business owners and marketing executives, I sum up the secret to social media marketing this way:
It’s a very simple thing to keep in mind for any web marketing that you are doing. Everything you do should be oriented to the value that you, your services, or your products will provide to me, your prospect/customer. Social Media makes that all the more relevant, because it needs to be about the people with whom you are relating on LinkedIn, Twitter, and Facebook. If you always keep in mind that your users only really care about their interests, their ego, their job security, their family, their children, their emotions, their pain, etc, then you will be able to build a relationship that allows them to consider you when they are ready to buy what you are selling.
So, how do you keep it real? You have to believe in what you are selling and the value it will provide to your prospects. Social Media and the open book nature of communications have made it more and more difficult for those selling crap to get away with it by pretending there is value in what they offer. It doesn’t mean they won’t get away with it, but it does mean that they are less likely to be able to continue getting away with it.
Just remember, that it’s all about me and you’ll be doing just fine. I am less interested in what you developed, accomplished, or created if you don’t make clear the value it provides to me. In addition, your persona needs to be less about how great you are and more about who you are and how it relates to me.