The Social Media Bible: Tactics, Tools, and Strategies for Business Success, 3rd Edition

Who Are You?

The final step in this chapter is to closely analyze your communication strategy. Analyze each demographic group, and ask, “Who are you?” What persona are you or your company portraying? Answer the following questions for each demographic group:

• What is the description for the demographic group (for each)
• Who is your persona? (for each)
• What is your style? (for each)
• What is your message? (for each)
• What is your frequency? (for each)
• What is your call to action (conversion)? (for each)

Your persona is important. When you participate in an online conversation, who are you? Are you being authentic, sincere, and transparent, because if you aren’t transparent, your customers will see right through you. You can still represent your company by being yourself. Someone would much prefer building a relationship with a person rather than a corporation. Most people would prefer buying something from a person and not a corporation.

You may have to change your style of communication with each demographic audience. I significantly change my use of dude according to who my audience is. I like using it and it’s part of who I am, and I use it more or less freely, depending on my audience.

What has been your persona? If it’s been all about features and benefits like we were taught in the 1970s, let it go. If it’s been a corporate message, no one is listening, If it’s been one of sell, sell, sell, you’ve been TiVo’d. It’s about listening, participating, and being trusted. Then they ...