Long before it became known that Facebook had altered its algorithms to make it less likely you would see content from pages (not personal FB profiles) you had liked, unless the brand was paying for the privilege, I had really stopped consuming content on brand pages altogether.
Not because I am all knowing, but because 90% of the content there was boring, “all about me,” one-way media.
Let me say this:
I don’t think it is really important for a brand, whether that is Coke or your local plumber, to have a “BRAND” presence on the social networks.
This is my personal opinion, mind you. I am sure others will disagree. But it just doesn’t work for me. It doesn’t move me.
I am not saying it cannot work, for there are a small percentage of examples of brands that do an interesting job. But most of us suck at it. And I don’t think it matters.
This whole concept of social selling in my view has NOTHING to do with brands, or any organization marketing an idea, product, or service.
I think social selling only works when it is about people. Not brands.
I lose interest when someone says “You can find our company on Facebook!”
I am, however, interested when someone I care about says “let’s you and I connect on Facebook” (or whatever social network they are engaged on).
Stop following the standard marketing checklists that say you have to have a brand presence on all the damn social networks. I don’t think it really works.
What does work is human interaction. The opportunity to connect and dialog with someone around a shared interest. The opportunity to help someone, or TO BE helped by someone.
That is what is interesting to me around social selling. Actually using the space to connect with another human being.
Around a real conversation.
I have ZERO interest in connecting with a restaurant that simply sends me pretty pictures of food and deals-of-the-day.
No, I want to connect personally with the Chef. I want to hear his thinking on spices, on creativity, on trying new things, and healthier eating.
That’s what I want. That’s what ultimately connects me to the brand anyways.
I don’t care about an iPhone advertisement. I care about what cool, new discoveries my online friends tell me about what they learned to do on their iPhone.
That’s what is interesting.
Once, JUST ONCE, have I actually looked at a brand page on LinkedIn. Just doesn’t interest me.
What does interest me is when, through LinkedIn, I learn that a former prospect of mine has started a new gig at a new company. The ability to connect around that, and to see what’s possible…now that is what’s interesting.
Social selling isn’t about brands pushing their one-way content to me. Social selling should be about having a conversation with real people.
Learn more about my perspective on sales with my book The Zen of Sales.
Drawing by Hugh.