Show Me Some Personality (Or Forget-Me-Now)

Last week I spent an evening with a five people I didn’t know at all and one person I sort of knew. Having moved frequently growing up, I wasn’t as intimidated as others might be, but it’s still not all that fun to be the “new guy” in a group.

Luckily, early on, something fantastic happened. One of the guys in the group quoted part of a line from Arrested Development. On cue, I followed up with the second half of the quote and everyone in the room who had seen Arrested had a good laugh. For the rest of the night, my fellow AD fan and I got along like we’d known each other for months. Or at least weeks.

Here’s the important thing for online marketers to realize: EVERY DAY, your brand has a chance to make a similar connection with potential fans or customers or your target audiences or whatever cliché marketing term you want to use.

Whether you’re the “new guy” in your industry or just want to establish that “we’ve been friends forever” feel with your organization’s customers or fan base, social media and online efforts are a fantastic way to create that connection.

Of course, it won’t just happen magically. You have to show that your organization has a personality, and the best way to show that is by connecting in places beyond the cash register or check out cart. Can you imagine how loyal I’d be to a brand that responded to me on Twitter with the missing half of an Arrested Development (or Seinfeld/Dumb & Dumber/Anchorman) quote? Much, much more loyal than some company that jumped into my Twitter stream with “Great deals on _____ (usually teeth whitening), Click here!!!” Britney spam-bot style.

Obviously, online media and marketing must have a sales focus. But, as far as I’m concerned, you won’t make it to the “sale” part of the relationship with me until I have a reason to trust you and like you. What better way to earn my trust than becoming my friend right out of the gate?

As a kid that’s moved around my entire life, I know that some of the most lasting connections and friendships start with a shared experience or an icebreaking laugh. Why not take the time to build out similar connections between your consumers/fans and your organization or brand?

I’m fiercely loyal to a few individuals and organizations (bloggers, Marvel Comics, certain musicians, etc.) because they’ve reached out to me and connected with personalities, not sales pitches. I’ve discarded just as many (in fact, probably way more) companies that have tried to assault me with ads or selfish interests. It’s safe to say that the groups with personality, for the most part, have won out in the long run.

Because if you connect with me as a person and not just a consumer, it will have a much longer lasting affect than your 50% off coupon or your humorous – but easily forgettable – commercial.

Really, it’s the difference between being my friend and slipping me a Forget-Me-Now.

-Mike

What do you think? Does an organization need a personality to connect with you or are companies too focused on finding their “online voice” and not focused enough on pushing business? Which companies do you think do a good job of engaging online? Which companies would you like to see more from? Let us know by sharing your thoughts in the comments below or by dropping us a line on our Facebook page.

Photo (“George Oscar Bluth”) c/o LDRBRS.