Social Media Success: Authenticity Plus Transparency
As social media moves away from the Next Big Thing and towards the Way Things Are, more and more companies are looking to see how to make it work. There's one problem: often, they're coming at it from the wrong angle.
I started my social media journey in 2001, with a now-defunct Livejournal account. Back then, it was just a personal blog - something I felt wasn't much more than the journalling I'd done since my teen years, now with a small audience of like-minded friends.
When I started my studio, the zen kitchen, in 2005, I knew that blogging and writing would play an important role in my business development efforts. I started with a "business blog," which originally focused on just things like sustainability, design, etc. - all the things that my clients came to me for. Whenever I talked to my mentors, they said the same things: keep it relevant to the audience you're looking for. Don't talk too much about your personal life; keep things professional. Talk about what your clients are interested in.
Meanwhile, I was still writing about everything else in my Livejournal account, for an audience that was growing bit by bit. In 2007, I got into Twitter and Facebook for myself; in 2008, I started getting into Twitter and Facebook for the studio.
What I realized over time was this: while the studio did get attention from the business blog (at one time, about 50% of traffic to the studio's website was through blog entries), my personal Twitter and Facebook activity got significantly more attention than anything on the business blog (or the studio Twitter/Facebook feed) ever did. In fact, one of my favorite clients, who we've worked with for over two years now, came from a 20-minute conversation in @replies on Twitter.Continued on the next page