An Ode to Being Human

Posted on 27. Jan, 2009 by Kelly Feller in Corporate Blogs, Measurement, Social Media

I don’t know about you but the economy has got me pretty down. This climate of daily dips in the stock market, the continued litany of massive job layoffs, and the hushed and not-so-hushed words of deep budget cuts is enough to cause the head to hang on even the perkiest compadre. But today I was jarred out of my own glum pity party as I was reminded why I am so passionate about helping others use social tools in their marketing arsenal. I know that sounds lame. Most people might be startled from their states of sorrow by this Sunday’s football game or the spirited laughter of their sons or daughters. And yes, those inspire me as well. But sometimes, when I get frustrated about the state of things I cannot control, it is often the mere reminder of the simple reasons why I do what I do that helps me back on the road to find out.

Today’s message came in the delightful package of Katie Paine in a meeting on the metrics of social media. I must admit I wasn’t terribly familiar with her work when I walked into the meeting. But, at the risk of sounding mushy and mesmerized, suffice it to say I’m a big fan now.

So what exactly has me all twitterpated about Katie and her wise words ? Over the last several months, as I’ve been audience to a plethora of various “social media marketing campaigns,” I think I’ve lost my mojo. I forgot what’s at the heart of it all; it’s about being human. Today Katie reminded me in very simple terms that that’s what it’s all about.

These days it seems social media marketing is all about viral campaigns and contests. But Katie pointed out that the most important thing to do is to connect with your customers…provide a venue where they can be themselves and share something…and encourage them to engage with you as a human who works at a company. After all people blog, compaines don’t.

The most important measurement marketing folks can take to determine whether their efforts are working is to look at something like the comment to post ratio on their blogs. Clicks don’t measure engagement and volume is irrelevant. It’s all about being thought provoking, sincere, and human so as to inspire your audience to comment or connect.

So I return to land of cubicles tomorrow with a renewed sense of purpose. I will diligently champion the novel idea that customers are humans as are the people behind the companies and brands we represent. As I get ready to go forth and advocate this approach, I wondered if any of you had examples of good social media marketing “campaigns” that successfully inspire(d) personal connections and our human nature to spring forth. Katie mentioned her favorite corporate blog Paul Levy’s Running A Hospital, a very personal blog written by the CEO of a hospital in Boston. One that comes to my mind is the Clearasil PixFix Facebook App which allows people to “clear up” their Facebook photos. Clever idea, personal connection, connection to the brand. Well done. Any others?

Tags: Katie Paine, measurement, personality