Authenticity—you know it when you see it. It’s not a metric. It’s not easily measured. But it’s there. It’s that feeling you get when you see something either incredibly on brand or incredibly off point.
You do not control your brand anymore - you share it. Billions of social media users have a say - and an opinion. They have friends, followers and connections to make you or break you. You can share your brand and message with them - but remember: it`s a two-way conversation!
So how to pursue authenticity in your SoMe presences?
Behind every brand stands people. Let your employees - and fans - tell your story.
Stick to the "voice" of your brand when posting - and be consistent about it!
Mix scheduled and real time post, so you won`t be considered a bot.
And don`t be a bot on conversations and responses. We all hate auto responses.
Allow for opinions - including your own, even if it´s controversial to some.
Think in ways of humanizing your brand.
So, again, why is it so important ?
Millennials have close to $200 billion in purchasing power each year. For this fact and many others, the cohort also known as Generation Y is a much-coveted demographic. Yet despite knowing the considerable value of this unique group, few brands have discovered how to build meaningful relationships with millennials in the one environment they thrive in - social media.
Millennials are inherently skeptical and question the authenticity of content regularly. A study Adobe released in December 2015, found 61% of U.S. consumers question whether even a news article is biased, let alone a branded marketing post.
Brands that are overly promotional, dishonest or fixated on themselves will have a difficult time reaching this group. Being transparent shows vulnerability and vulnerability builds trust.
Putting your post`s to the test ?!
Review your latest 5-10 posts, and ask yourself: