This concept is such and integral part ot a robust social strategy. Social media began with the concept of human connection.
Many brands still look at social as another medium simialr to the traditional broadcast channels. A one-way message. Another way to bark out their tagline or latest slogan in hopes that consumers all over are just waiting to hear from them.
Of course we are trying to sell something. We all know that. The agency does and the consumer does. Why else would a major brand spend money on something. So stop with the horrible CTA’s that embarrass your brand and insult the consumer. Instead engage in conversation.
Humanizing your brand is a scary thing. Who would your brand be? One person? But we have 5 target segments that we sell to. They range in age from 18 to dead. How can one voice work here?
It can. You will need to begin with what the role of social is in your marketing mix. Is it to win back consumers you have lost for some reason? Is it to change your brand image? There are infinite possibilities but the one you choose needs to define your ROI.
Does your voice need to be a peer to the community or a leader? Does your audience respond better to their friend giving advice or a subject-matter expert? Your research has told you, I’m sure.
Once you come to this you will know what attributes this person needs. How often would they respond? Do they drop in an “LOL” or no way. Think of them as a real person. Give them a name. Everyone that touches social needs to understand them. They should ask, “Would Jane say that?” And it should be very obvious when Jane should not say that.