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Tuesday, October 22, 2013

How Human Is Your Brand?

Written by  Duane Bailey

Relationships between two people are important. Always have been and always will be. Social media has not changed that; all that’s really changed is how people communicate with one another in the course of building and sustaining those relationships.

What’s also changed is the way brands communicate with their customers. Customers are eschewing one-way broadcast communications from brands in favor of two-way conversations. And those conversations are no longer between customers and a brand. They’re between customers and the people who represent those brands. Brands who want to create long and meaningful relationships with their customers need to show their human side.

Your brand’s human side (i.e., its personality) is a mirror image of the people who bring your brand to life across social media – your community managers. Community managers are the face of your brand – they create relationships within the communities they serve.

It’s important to choose your community managers wisely. For starters, community managers should be people who can represent your brand intelligently and who know their way around social media. They should be people who’ve mastered the art of engaging with and influencing others (as demonstrated by their Klout or Kred scores). And because social media is so transparent, the ideal community managers should authentically possess and demonstrate these personality traits:
• Warm
• Friendly
• Helpful
• Caring
• Compassionate
• Honest
• Funny
• Responsive
• Nimble

Can you think of any others you might want to add to the list? If so, please reply back and let me know.

For more on the human side of branding and social media, please see:
• Why a Good Social Media Strategy Includes Content and Engagement
• How Volunteers and Community Managers Serve Brands, Too
• Social Media Is About Building Relationships

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

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