Home  › Marketing › Strategies

Your Social Identity

  |  March 18, 2010   |  Comments

Who are you and who do you want to be when you grow up - socially?

One of the most talked about social apps is "geo." With brands like Starbucks partnering with Foursquare, its mainstream appeal has gone beyond being mayor of your neighborhood bar. And recently, the idea of sharing not only your personal thoughts and feelings, but your location emerged as a heated topic at SearchFest in Portland. The topic is also slated to be a major theme through the upcoming Online Marketing Summit nationwide tour this summer. That is why I began pondering the overall implications of this ever invasive and at the same time, interesting identity we are creating socially.

This is not only a question for personal consumption but for larger corporate brands. Who are you on Twitter? Who are you on Facebook? Just an amorphous company brand or a personality or, even better, a real person representing a company? It was once said that those brands that really have defined who they are and are comfortable with themselves truly are gaining advantages on the Web and in social media. And I like that thought, as I believe it harkens back to an early answer to the question of "should I have two profiles on Facebook," and my answer is no!

The explanation was simply, "get comfortable with yourself," then get comfortable sharing it. Never has there been a better time to break down these faux walls between business and personal. We are all people who work for a business. If you are doing something that you are not proud of, well then don't share it. But maybe you just should not do it at all. And for all that you are proud of or find interesting, let it out. Tell the world; don't worry, most of us are so deluged with our news feeds on Facebook and Twitter streams that we see 1/1000th of what is posted.

What's the lesson here for smart marketers?

  1. Define your personal and brand persona.

  2. Be consistent with that definition. Don't go all mushy personal one day, then super business promotional the next...maintain a consistent voice.

  3. Allow connections to be personal in nature. Use e-mail if you'd rather keep it all business.

  4. Decide who is representing your brand (think virtual spokesperson) and then set ground rules for interactions for these folks.

  5. Be smart about frequency. Tweeting a few times a day is fine; going on Facebook more than once a day is not necessary. But do it when it feels right, not because you have to.

  6. Have a personality. If you want to tweet promo codes, so be it, but at least make it interesting like "OMS discount code 20% off for the next 20 to use it and comment on our latest blog post at onlinemarketingconnect.com."

That's it folks. In the spirit of being pithy and direct À la social media, I leave you with that. Get comfortable and then get with it!

P.S. Would love to hear some favorite "social identities" any of you find engaging.

Download ClickZ Advertising News & Marketing Rolodex, an iPhone app. It's a marketer's resource for news, how-to's, commentary, and reference about online marketing and advertising. The ClickZ Rolodex will help you connect with the industry's top interactive marketing experts.

Meet Aaron Kahlow at SES NY, which takes place from March 22-26, 2010 at the New York Hilton. SES and ClickZ are both part of Incisive Media.


Aaron Kahlow

After selling the Online Marking Summit (OMS) event company in 2011, Aaron is now leading the charge of the newest venture, the Online Marketing Institute - an e-learning platform and training destination for digital marketing education.

Kahlow is one of the most recognized thought-leaders in the digital marketing and social media space. Having founded, funded, and built three prolific and highly profitable digital marketing companies, Kahlow has also delivered hundreds of marquee keynote speeches around the globe. He is a recognized author, columnist (ClickZ, NYT) and authority on social media marketing, sales and marketing integration, demand generation, business-to-business marketing, search marketing, usability, analytics, and digital marketing strategy.

Today, Aaron can be found in his new home city of San Francisco, working on the global expansion of "Teaching the World Digital" in his e-learning technology venture, the Online Marketing Institute. Facebook and LinkedIn are his preferred places to connect.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!



Featured White Papers

2015 Holiday Email Guide

2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.

Three Ways to Make Your Big Data More Valuable

Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.