Should Businesses Change Their Personality on Social Media?

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We know that a business probably has to change its usual selling approach when it goes on social media. Hard selling does not work anymore. Even Dell, which usually employs a price slashing strategy, approaches its customers through the soft route on Twitter.

Brands like Starbucks and Zappos strive on new media simply because their brand personas resonate well with its users. They positioned themselves as a friend of their consumers.

The way they communicate through social media is very much the same as how they would approach consumers face to face, or through traditional media. There isn’t any conflict between how these two brands behave on social and traditional media; resulting in a more concerted branding effort.

So, the question remains

Should brands change their personality on social media?

To start cracking this question, let’s observe how we behave in different social settings. In our office, we tend to be more serious and professional. In a client presentation, we’re pressured to perform at our optimum. But in a pub with friends, or even clients, we let our hair down and have fun. The way we speak, look and act are different, just to suit the social settings. But regardless the settings, our personality is very much consistent.

Likewise, for a brand, the way it acts and communicates should conform to the settings, especially on social media, where the social element is of great importance. However, that doesn’t mean that your brand should shed its personality. Just make sure you are behaving appropriately on different platforms, without losing your brand flavor.

Thoughts, anyone?

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