My Christmas Wish List

It’s Christmas time and even though the thought of writing a wish list hasn't crossed my mind in years, this time around I decided I would.

But this isn't the list you might expect from me! It’s not filled with an array of tech gadgets, the latest social media book or my favourite bottle of cognac. Instead, I’ve created a short-and-sweet list -- just one item to be exact -- and I'm sending it to you all.

I know, I know… but, seriously, don't stress. I’m not asking for some fancy-pants gift. Because, for the most part, I’ve got all the materialistic things I need.

I’m not asking for a lot; I’m simply asking you to give me one thing - your identity. 

Ok, not your IRL identity. To be clear: I’m asking for your brand's identity. 

I want to hear your identity through your next social marketing campaign. And what I mean by your brand's identity is that I’d like to be sure there's a human sending out your tweets or posting your Facebook statuses.

Furthermore, I don't want to see any more automated tweets! I don’t want to hear marketing jargon. That's not your identity -- it’s just noise. Steve Jobs said it best “This is a very noisy world, so, we have to be very clear what we want them to know about us.” Marketing buzz is sharply similar to corporate bull and I don’t want that. Social media is about people connecting with people, not profile pics of your logo.

Bring your business' identity to life. Give me a persona, essence and promise. Think of your company as person: what would you look like? Behave like? Sound like? Or respond like? Also, make your business stand for something that’s worthy and desirable. Give it a mission and a sense of purpose. Make it easy for customers to connect with you. Today's consumers are looking for certainty, and they rely heavily on a brand’s symbolism and significance. 

There’s a person somewhere behind your avatar; no business or brand actually talks. It’s you -- the person (or people) that run your operations -- who needs to own your identity and be the voice of your brand. That’s who I want to hear. The people that make up your business are much more interesting to me than dull marketing speak or scheduled messages. Find staff that are funny, creative, and unique and let them build you loyal and lasting relationships.

People are what make your business. So, let me hear people! I want to see your social media efforts reflect that by revealing the actual humans behind your business. Make me want to be your friend!

And remember, regardless how cool a Christmas gift is - if you forget the batteries there's nothing to power it. The power in Social is dialogue -- don't simply send out your messages via your feeds -- be social.

That means get involved in conversations, I've grown tired of the same old marketing monologue that pollutes my streams from businesses. Social media marketing is NOT a broadcast channel. You talk and I listen. Then I respond and you listen. Then you respond and…someone else jumps in with their opinion and so on – that’s social media.

Ok, so what do you think? Will you (your business) be in the giving spirit?