Be Authentic in the Social Space

September 30, 2010

By Cara Brooke Schultz

I sat in on the social media for adults seminar during Advertising Week and listened to Sheryl Sandberg, the chief operating officer of Facebook talk about how social marketing isn't like any other marketing before—it's living. What does that mean exactly?

It means as a company, you need to be authentic. Your messages need to be consistent across every social media platform, whether you are on Twitter, Facebook, YouTube, LinkedIn, blogging—whatever you are saying to your consumers/customers, it needs to be uniform. The second you contradict your message, one of your followers can call attention to it and thousands of your people will know about it.

How do you ensure authenticity in social media marketing? Here are a few steps that I hope will help you find your voice in the social space:

  1. Speak to your followers online as if you were talking to them in-person, yet make sure you are always grammatically correct.
  2. Be relevant and responsive, talk about material that you know well and respond in a timely manner to all questions, comments, and concerns.
  3. Have fun and be creative. Let's face it, social media is fun—if it wasn't, you wouldn't see so many people getting involved in their spare time. Your fans and followers will engage with you even more if you find away to make it entertaining.   

Have any other tips you would like to share with your colleagues? Feel free to post them, after all-social media is all about connecting and sharing!




comments (1)

Hannah Cho

October 15, 2010 9:52am ET

Cara's first point says it all - be real. This morning (10/15) at the ANA Masters of Marketing, Laura Desmond made fun of how marketers speak to people, and each other. The one thing she ended with was that we are all people. So Cara makes a really good point - why don't we talk to each other like we are? (grammar is always important, totally agree with that too!)

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