Yesterday, as every day, Mitch Joel had a great post that’s called The “I like you myth” and he raises some great points about social media and what it looks like when brands get involved.

In the early days, social media was a more personal, friendly type of media – hence the world “social.”

But, as brands have gotten involved and found some success, the definition of social has gotten much more hazy. Like any other media, some marketers are looking for a shortcut to achieve what they see as success, but the rest of us just see as annoying (telemarketing, email spam, many 30 second spots).

It’s no wonder that many people are uneasy about brands getting involved with social media because, as Mitch says, “Are these brands really all that social?”

Social conversation or high tech megaphones?

Mitch makes a great point when he says:

Personally, I’m less excited about the idea that brands can engage in a “conversation.” The more sniffing around I do, the less I see conversations and the more I see moments of engagement. For the most part, they’re not all that consistent and it’s hard to tell how the story comes together as an observer (what was the beginning, middle and the end?). What seems obvious between the brand and a consumer (a disgruntled or happy one) is somewhat hard to follow if all you’re doing is watching the back and forth take place.

Far too many brands see setting up a Twitter/Facebook account and linking to it from their corporate website with the fancy little icon as being “social.” That’s like going to a cocktail party, putting on a nametag and saying that means you had a great conversation. It takes a little more than just showing up. Yes, being there is part of the process, but setting up barren outposts all over the web for your company does little to build your reputation as a “social” company. More likely, it just gives your customers and potential customers one more thing to ignore from you and reinforces their opinion that you are worth ignoring.

“Like us on Facebook” is not a strategy

The best point that Mitch makes is the analysis of how far too many companies today are using social media.

Even the brands that we hold up as best case examples for engaging in Social Media still tend to have a massive case of narcissism going on. How often do you run into a Facebook page for a brand that you like and the main call to action is “like us on Facebook!” The lack of subtlety is painfully obvious. They want you (the consumer) to like them. If you (the consumer) would like to connect, share and exchange… you have to like them.

What does that do for a customer? Nothing.

Simply saying, “Look at us, we’re on Facebook! Aren’t we cool? You should like us. We’d really enjoy that.” That provides benefit for no one other than the company. (I would argue that it does little for the company too.) The days of a company’s presence on Facebook being a big enough reason for people to like them are over. Like all marketing, there needs to be a benefit for the person to like your company…or they won’t.

Being proactive, while tough, is best

Mitch wraps things up with a great idea that would be an interesting strategy.

Here’s a novel idea: it’s called, Social Media… Instead of consumers liking brands, why don’t brands start liking consumers? I’m not just talking about an autofollow command. I’m talking about genuinely and authentically taking the time to not only follow them back, but to add value to their community… in their spaces.

This is where the companies that will rise above the rest will focus – making a true social effort.

It’s something that must be done carefully because just running out and liking everyone in sight will seem a bit creepy and spammy. How about finding out which of your customers are on Facebook and liking them? How about finding out which customers are on Twitter and follwing them, then posting a response. Not a response like, “Sounds like you had a great weekend. You know what would have made it greater? My Product!”

Involve yourself in the conversation. Participate. Discuss.

Does this take time? No doubt.
Does this take a lot of work. Absolutely.
Does it do more to build positive opinion of your brand than any Super Bowl ad? Quite likely.

Remember, it’s called social for a reason. Treat it as such.

photo credit: takomabibelot