Social: Popularity Contest or Perception Supercharger?

As a marketer who started running social feeds almost 9 years ago now, I have learnt a lot about popularity and the assumptions of influence.

Lesson? That accounts with significant numbers, even though many had come by this audience non-organically, could certainly aid a brands distribution in national chains. That an extremely successful brand may actually be perceived as otherwise due to more modest follower numbers. 

Lesson? That followers, like most things in life could be ‘bought’ and ‘sold’.

Lesson? That mostly, all of the above, on balance was bullshit.

You see, I have always taken the position that social CAN be a game changer for business. But it’s not about numbers. It’s about stories.

Real stories, real people, real voice. All these connect. And connection superchargers an audience’s perception of the business and it’s momentum. Regardless of it’s base numbers.

I approach running all feeds and writing all social media strategies this way. How do you want to be perceived? When a customer walks away from your business experience how do you want them to feel?

Warmth, intelligence, high touch, empathetic, funny. Responsive, real, kind. Efficient, effective, proactive... These are all brand elements we ensure a businesses social narrative and extremely importantly, their community engagement, is honouring as well. 

After all, in today’s environment social is a major, at times THE major, touchpoint for your brand. Recent events in the Adelaide Hills Wine Region, one of our major clients at Felt, hammered this home more than anything else I’ve ever worked on. The community was literally waiting on our social rollout as fire swept the region. It was definitely one of the first places they went to find information  about what was happening.

So get rid of ‘must do’s’ and influencer led ideas around social media marketing - and start being... YOU. With a certain level of planning and ‘pretty’. 

AND if you lack time or confidence in doing this, speak to someone who can coach you through the process. It is an area of your business that really does DESERVE investment. 

Almost 9 years down the track, this I know.