Getting Personal Key to Social Media Success


It is an interesting conundrum that as we live in an increasingly digitised age, that what people crave, and what they respond best to, is personalisation.  We saw this approach used recently, and to remarkably good effect, in an advertising/social media campaign by Coca Cola.

Their recent ‘Share a Coke’ campaign encouraged consumers to write in and submit names of people with whom they would like to share a Coke.  Just as a casual observer, I have watched people as they waited in line at the supermarket, turning around the labels on many bottles of Coke in the hope that their own name, or that of their partner or child or friend, or even themselves, would appear – it would be a difficult proposition to turn down a drink that quite literally had your name on it.

I also saw many friends uploading to Facebook photos they had taken of bottles of Coke with their names on or of friends and family, and all of this activity does much to reinforce the power of the brand, by personalising it.  The campaign has been a runaway success – according to Trefis.com, there was a 92% increase in the number of posts on the company’s Facebook page with 29,000 posts about the campaign itself.

This approach makes good sense – the more disconnected we are, by geography, by shortness of time – the more we seek out connectedness and the personal touch.

One can also apply this personalisation strategy to social media, and in particular, to the use of Twitter and LinkedIn.

If you are using Twitter (as I do) to make connections with people, in order to generate more followers, it pays to invest the time and to get to know the people you wish to connect with, and to tweet about the topics they are interested in.  And it throws up another challenge too, in that I have my doubts that this strategy could be used on behalf of a corporate twitter account per se, but is highly effective when conducted by an individual, on behalf of a company.  Which makes the case, that I have long believed, in maintaining a dual-track system for Twitter – save your corporate account for disseminating media releases and blog entries, and making corporate connections; while also tweeting on a personal level for sharing personal insights and making personal linkages.

The same goes for LinkedIn.  When you identify crucial people that you wish to connect with, don’t just click ‘connect’ and expect people to add you to their list of contacts.  When you write to them, personalise your message, and explain how it is you heard of them, or share an insight that you know may be of interest.  This small investment you make will pay big dividends, and has enabled me to make connections with critically important people whom otherwise would have remained out of my league.

So, in essence, learn from our friends at Coca Cola, and get personal in your social media outreach, and you too will reap the benefits.

Yours in PR

 

 

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