What’s your D.I.D.?

The world’s businesses are jumping wholeheartedly into Social Media. This is undeniable.

Many of these businesses, however, are ill-equipped to do their promotion through this channel effectively or correctly. This means, that as users of social networks, we are in for a hell of a ride in the upcoming year.

My advice to businesses: learn a little before taking the dive.

There are a few key concepts and practices that will set you a part from the millions of other businesses seeking attention from “customers”. Find out what these are, they will make it work for you, and for your customers.

Businesses, as I see it, have two options:

  1. Hire a full time Social Media person. This person exhibits your company brand, attitude and personality. They are fully focused on growing your “community”, they don’t care about customers, they care about passionate fans.
  2. Outsource your Social Media activities to an experienced professional. They will be passionate about your brand identity, your attitudes and personality. They want to know your business, your customers, your fans, YOU. They want to grow your community and be part of it.

Option 1, is almost always the best alternative. It keeps everything in-house, in your control and the person working for you “feels” like you. Option 2, is the lazy alternative. However, this alternative could be the best option for you. Why?

Outsourcing to a professional: doesn’t require training an internal staff member, ensures an experienced professional, allows you to focus on your core business, while growing a brand presence and building a community.

When outsourcing, I recommend that you do the following:

  • Do your research on the individual or the firm. Many people purport to be “Social Media Guru’s”, there is no such thing. Social Media is a dynamic and ever-changing environment. No one can ever be a guru, but they can be experienced and show that they are keeping tabs with new trends. Find out what experience your potential outsourcer has, are they respected, have they grown communities, what is their focus?
  • Train, educate and ensure your brand is passed onto the outsourcer. The person handling your Social Media accounts is “representing” you and your brand, make sure they fit the part. Train them on your product, your attitudes, your personality and culture. If they aren’t interested in this, find someone else!
  • Watch over their efforts, and give them feedback once they get started. Give them some freedom and free stuff (to be given to your customers, of course) is always a good idea.

For a lot of businesses jumping in right now, I ask you to ensure one thing: Your brand must be a “living, breathing” person, have a personality, have an identity, have an attitude, have an opinion. This is your Digital Identity (D.I.D.)

My question, today, is quite specific, and I really want your opinion on it. It is best practice to ensure that your Twitter account is personal, and often a person identifies themselves as the Twitter person. An example tweet:

“It is really cool that Bill Gates is completely eradicating polio worldwide http://bit.ly/fLbATt What can you do to help? ^JS”

The ^JS indicates that Justin Scott, I, was the one who tweeted this. This helps followers feel a connection to the brand, to the person tweeting.

If you are outsourcing, however, this may differ.

Would you want your outsourcer to identify their identity? Would you want your fans to know that “Justin Scott” was tweeting for your brand? Let’s continue this discussion in the comments.

If you like what you see, hear, read about Justin, email him today. Justin can help you formulate your Digital Media Strategy and if necessary he can execute this for you too.

4 Comments to “What’s your D.I.D.?”

In your About Me section, you say that in many ways you are a Social Media Guru, yet in this entry you say that there is no such thing.

February 6, 2012 Reply

Hi Jack, thanks for commenting on the blog and for being so thorough. I appreciate that you spotted this.

I don’t consider myself a “guru” because I don’t believe that in the world of social media and technology anyone is a guru — there is just way too much going on for this to be possible.

But many people know me because I am on the cutting edge, because I am informed, because I possess insights they have not yet had themselves. I also know my field extraordinarily well and can articulate my points of view from many perspectives very effectively. The result of all these things is that other people consider me a “guru”. So to many people I am a guru.

To me, however, how could I be?

February 8, 2012 Reply

Ah, I get it now. Others think of you as a guru, and although you don’t believe in such a thing, you’re still happy to promote their favourable opinion if you.

February 9, 2012 Reply

Haha, Jack. To be clear, I do not promote myself or their opinions at all. They are free to say what they like about me — whatever that is ;)

February 9, 2012 Reply

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