Homogenized messages have no soul. Take a moment to internalize that and then we’ll move on. That thought comes to you from John Rich, the newly crowned winner of Celebrity Apprentice and Gary Busey who cannot be described with mere words.
The two of them sat down together to talk social media marketing with Top View and as silly as it may sound, they make some great points. As Rich explains, the power of social media is that it has the ability to create a personal connection with another person, a person you may never actually meet. You may not have the pleasure of sharing “cig-ars” with Busey, but you can converse with him on Twitter.
The problem, is that many marketers ignore the personal aspect and go for the sales pitches that were all the rage before the Internet. That’s what Rich calls a homogenized message and they both agree that those messages have no soul.
Rich uses some good old, country common sense to explain how to really connect with an audience. Start by getting personal. Talk about your day. Talk about your issues and your fun and the fact that you’re swapping stories with Gary Busey, then, one day, you say, hey, we’ve got a new CD coming out and I hope you’ll all go out and buy it.
So simple and so right on.
John Rich also makes an excellent point about the power of social media. He tells a story about a hard-working man who wrote a song and put it up on MySpace. Not a singer, not a songwriter, but Rich’s people found it, heard it and bought it. Now the guy has a song in the Top 40.
I know I’ve said that social media isn’t the magic key we hoped it would be, but I believe that it can be. I believe that social media, done right, is one of the most powerful marketing channels around because it’s that rare opportunity to make an instant, one-on-one connection.
Rich and Busey have one warning for social media marketers and that is not overtweeting. Says Rich, “the only reason I’ve ever unfollowed somebody is because they’re wearing me out with stuff I don’t care about and they’re not engaging me at all.”
Says Busey, “don’t get addicted to Tweet or the Tweeter will get limp.”
And with that piece of advice, I leave you to go on about your day.
The full interview is only four minutes long and it’s very entertaining. Check it out.
The Celebrity Apprentice Photo by: Douglas Gorenstein/NBC