Should brands stop selling and start living in the real world?

Every brand has to use social media as part of their marketing strategy, but is their tone of voice on these platforms the right way to showcase their product or services and get those ‘Holy Grail’ Like and Share buttons clicked?

We have a similar acceptance need when we post our own personal content but the likes and shares come a lot more naturally and a lot more frequently. So is there a lesson that brands can learn from how we personally use these platforms?

The obvious big hurdle is that a brand is not a real person with real friends, but how can you get your brand to be seen as ALIVE?

Firstly, you need your brand to have a personality. Then have that personality shine through, living in the real world and experiencing events and situations that are happening to your customers every day. Having the same experiences and conversations that your customers are having shows that you are not just some faceless corporation but have real people behind you who are also experiencing the things your customers care about.

Secondly, you need to understand what kind of person you are. Are you the witty friend, the friend who always knows everything first or the friend that has great advice? You have to choose. If you try to be all of them, you will come across as fake or even worse, the over enthusiastic kid in the playground who wants to be everyone’s friend.

Most importantly though – stop selling. I see too many companies using their social media platforms to keep pushing their product or service all the time. It pushes people away and creates an instant mistrust. We don’t use the platforms that way personally so why not mirror the way your brand interacts with its customers to how you personally interact with your friends. At the end of the day your customers should be your brand’s best friend.