The Importance of
Creating Human
Connections with Your
Brand in Social Media
Andrew Hutchinson
One of the best things about social media is that people
are becoming more real, revealing more about themselves.
People are showing more courage in putting themselves out
there - sure, some guy you went to school with might judge
you for sharing your feelings, but there are others with whom
your opinions will resonate, and those are the people you
really want to connect with. Social media facilitates better
connections with likeminded folk, leading to the creation
of online communities that foster encouragement, creativity
and genuine relationships. It’s really great to see, really
heartening to see people who might have felt out of place in
the world finding others who feel the same way.
So how do you do it?
I was reminded of this when Bryan Kramer did a presentation
recently where he summed this up perfectly from a business
perspective:
Brands need to be more human
‘THERE IS NO MORE B2B OR B2C: THERE IS
ONLY HUMAN TO HUMAN (H2H)’
It’s a simple, inspiring summary that’s been rightfully praised
by many in the industry. It underlines that community spirit,
that tangible sense of belonging that people are finding in
the social media landscape. Inspiring is the best word for it,
and I applaud Bryan for his clarity.
What does this mean for business?
Bryan’s statement really captures the mood around social
media and how it should be used by brands. There’s a clear
shift away from advertising and selling and a move towards
creating genuine connections with people. The emphasis on
content is largely due to it being a way to create human
connections, an opportunity to present who you are as a
company, as opposed to what you do. It’s an exciting time to
be involved as the opportunities for creating real, meaningful
relationships are there, waiting, and the audience is looking
for engagement. You just have to reach out to them,
understand them, and, ideally, contribute to their world. The
opportunity to take up a place of trust and service has never
been better, it’s now up to businesses to take it.
Listening. This is emphasised by every social media expert
in every post and every publication. You need to learn what
your customers want, listen to what they’re after, then be
responsive to their needs. You’ve got access to more consumer
data than ever before, and most of it is happening in day to
day discussions, right now, conversations that you can tap
into and take notes from. You need to listen, but more than
that, you need to hear what’s being said and absorb that
information into your processes.
Be real, be genuine. Be adventurous with your messaging.
You know your target audience - ideally, you are amongst
them yourself - so if you’re taking a risk and putting yourself
out there, think about what would resonate with you. What
would you respond to as a target consumer? You have the
data, the platforms, the means - you can find likeminded, or
better ‘like-wanted’, folk that will connect with your brand
identity. You just have to establish what that identity is.
Be about people
What’s the thing that people always say when they leave
a company? ‘The best thing about working here was the
people’. Social media gives you a chance to make all
businesses about the people. Obviously, your product still
needs to be great, but that inner-company camaraderie can
be spread further, creating a more collaborative relationship
between your business and your clients. People want to be
part of a community, to feel like they belong. Social media
gives you the chance to show that they belong with you.
It’s not about consumers, it’s not about clients. It’s about
people. Listening, engaging, creating real connections. H2H.
They’re out there now, talking to each other, establishing
likeminded communities. All you have to do is go meet them.