What makes social special?
Forgetting all the bots and fakers, social media allows people to connect to celebrities, to business moguls, to entrepreuners and thought leaders. Social can play matchmaker; when billionaire T. Boone Pickens retweets rapper Drake, it’s magic that results in one of Twitter’s finest moments.
Not sure there is a magic formula – it’s about being real, human, having personality. Those tres uber popular on social media have a lot going for them:
- Celebrity. Whether it’s the real or ‘internet’ famous, the more who know of you – the greater your audience of followers and fans. And when my dad’s heard your name, then you’re BIG.
- Engagement. Responding to others; talking to the audience; it’s about access, seeing the inside. When I see someone like Avengers director Joss Whedon do an AMA on Reddit, says that he ‘gets it’ – he knows it’s the fans that matter.
- Authenticity. Not talking about b.s. notions of 100% transparency; that’s way TMI. I mean ditching the script once in a while and keeping it real.
People – individuals and celebs and *gack!* personal ‘brands’ – I think have a better chance at connecting with fans, with customers (aka other people) by simply being human, flaws and all. Which is why I think that “one bad tweet” sending social stars – ala Ashton Kutcher - running for the boring embrace of outsourced social media consultants is often a mistake.*
*Not for nothing, I’m a consultant. And I’d have advised 1) an apology and 2) a little coaching to not make the same mistake. One poorly devised tweet wasn’t exactly ‘off brand’ for someone who’s made his bones being a Punk’d Jackass or whatever, but turning over an open and genuine Twitter account – once famously linked to a race vs. Oprah for fans – was.
(Side note: Social presents different opportunities – and challenges – for brands, politicians, executives. One errant tweet from Tim Cook and Apple’s stock could take an unfortunate dip while possibly sending shares in pitchforks through the roof. Just saying.)
Billy Mack, Social MegaStar
Ever see Love Actually? On cable the other night and I couldn’t help but be sucked in (again).
Bill Nighy’s performance of a has-been rocker pandering to the Christmas audience is effing hilarious. Set today, he’d be a social media LEGEND - crazy, profane, transparent with zero bullshit about quality or value. He’d be real.
I don’t follow many brands on social media – too much like the digital equivalent of a dose of Ambien. But if they were a little more like Billy Mack, I might reconsider.
Is there something you and your business learn from the likes of a Billy Mack? Have you – or your business – experienced benefits (or dangers) of being more human and social?
Photo credit: Discovered Bluntcard not too long ago. Squee!