Social Media Has Become the Beast of Corporate Responses
I hate lying. I hate how it makes my heart race. I hate how it makes me want to hide anywhere in the ocean where BP is drilling.
When I was job hunting, the positions of Ghandi or the Pope were taken. So, I settled on being a marketer, or as my mother calls it, 'legal grifting'.
Social media was supposed to up corporate transparency and consumer collaboration. Instead, we marketers have allowed it to become a beast of robotic responses and contrived relationships.
Why am I suddenly reminded of a few ex-boyfriends?
We measure social media metrics. The ultimate in recess, "Well, I'm cooler than you are," except with numbers. Actually, it reminds me of that kid in school I didn't like, but attended their birthday parties because of the awesome loot bags.
Do consumers really like us or do they just like our free stuff?
The answer to this question matters. Why? Because no one keeps free stuff for long. My parent's growing collection of hotel shampoos doesn't count. With free stuff, you either have to give 'till it hurt or find a new way to create a relationship.
With social media, consider the big picture, or 'online corporate citizenship'. It's not about kissing babies, building schools, or giving coupons. It's not about strategies with the transparency of prom night intentions.
Consider:
- Is your company capable of being who you frame it as
online?
- Do something for your customer because you are
grateful for their business, not because of friend
adds or thumbs up.
- Post another author's article because your
customers will like it, not because you want the
trackbacks.
- If you didn't offer any freebies, would consumers
still want to be your 'friend'?
If we don't stop to answer these questions, our brands could acquire the relevancy of Vanilla Ice discussing the State Of The Union. Online corporate citizenship is about instilling real truth in marketing strategies which translate into brand 'like' longevity.
Bottom line: Ever try to date online? I did. Talked for a month with this 6 foot guy who made me laugh. In person, he sniffed my hair, giggled at random, and stalked me. That's corporate social media without citizenship- a creepy reminder of how the internet allows for a casual version of the truth.
Maybe mom was right, just be yourself and people will like you. Then again, I hate admitting she's ever right.
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