You’ve probably heard hundreds of times that it’s critical to be authentic and yourself on social media. And yet, there are also so many people who struggle to rip off the mask they’d put on for social media and masquerade as someone they can only wish to be. So how do you go about developing brand authenticity? We invited digital marketing trainer and #TwitterSmarter chat regular, Janet Machuka to share her insights. Here’s a summary of our chat.
Guest: Janet Machuka
Topic: Building Brand Authenticity on Twitter
Format: Eight questions directed at the guest. Everyone’s welcome to share.
Reliability and transparency are fundamental qualities of an authentic brand. When you prioritize those two characteristics in your communications and operations, you become the go-to brand for your audience.
A1. If a brand is reliable, honest, dependable, true in their communications and operations; real and genuine on how they present who they are, what they do or offer makes them authentic. #TwitterSmarter https://t.co/9TC1aUmJNJ
— Janet Machuka (@janetmachuka_) December 10, 2020
That’s why Twitter is a great channel for customer service. It lets you communicate your policies and activities to your customers in a clear and transparent manner. As Janet mentioned, even if you’re going through a crisis, Twitter is an ideal channel to showcase your authenticity and convey the right message to your audience at all times.
A1. Twitter is great for customer service. Being real, genuine, transparent and honest in communications even during a crisis makes you trust-able- authenticity adding exactly this to your communications at all times. #TwitterSmarter
— Janet Machuka (@janetmachuka_) December 10, 2020
As Seannon also pointed out, consistently posting original content, offering value in every piece of content you share, and boldly projecting your unique voice is all important to develop authenticity.
A1 Consistency, original content, providing value, having a voice – not just saying what they think people want to hear. #TwitterSmarter
— Seannon Jones (@_jonesstyle_) December 10, 2020
Apart from increasing your sales, there are so many other reasons.
When you’re authentic, you develop an engaged community, which in turn widens your network. The more people you have on your side who support and believe in you, the better it is for your brand and sustained business.
A2. Being authentic helps your brand:
—Make more sales: People buy from real people
—Have more referrals
—Have meaningful networks
—Be more engaged- none wants to have a ‘dead presence’ on social media#TwitterSmarter— Janet Machuka (@janetmachuka_) December 10, 2020
What’s more, authenticity is also a great way to build brand authority. When you consistently share content about your niche topic, you’ll get better at talking about your industry and conveying your message. You’ll become an influencer within the industry—and you can avoid unnecessary hate speech against you. To reach that point, though, you have to fearlessly project who you are.
A2. —Become an authority in your niche coz you’re trusted as an authentic brand
—Be able to present itself with it’s real personality and voice
—Avoid unnecessary trolls & negative feedback
—It is easier to be you than being what you’re not#TwitterSmarter https://t.co/JvTZPQQKpl— Janet Machuka (@janetmachuka_) December 10, 2020
AD put it succinctly: Authenticity is the only quality that’s sustainable.
A2 Authenticity nourishes sustainability #TwitterSmarter
— AD (@anielladan) December 10, 2020
You can measure your brand authenticity in a couple of ways: reflection and analysis.
When you’re reflecting, ask yourself these questions:
A3. Tips to measure:
—Credibility: Have you accomplished your value promise? Are you honest?
—Continuity: Have you survived all times & trends?
—Impact: Have you added meaning to people’s lives? Do you connect people with their real selves? #TwitterSmarter https://t.co/2GRACP7vm0— Janet Machuka (@janetmachuka_) December 10, 2020
Once you’ve reflected on how authentic you are, look for stats that can prove that. Check your social media analytics like impressions, likes, retweets, and comments, and also your website visits, referral clicks, and sales.
A3. Yes. Authentic brands have more eyeballs, impressions, engagements, higher sales and the growth is steady & tremendous. #TwitterSmarter
— Janet Machuka (@janetmachuka_) December 10, 2020
Look at your network—your follow count, people who’ve added you in lists, people who’ve subscribed to your lists, mentions, and conversations. If all of these stats are growing, even if at a small rate, then you’re on the right track.
A3. Yes. Having practiced all factors to build your authenticity such as being transparent, real, genuine and building meaningful networks you will scale up your customer base, create right referrals and network which will be a great contribution to your ROI. #TwitterSmarter
— Janet Machuka (@janetmachuka_) December 10, 2020
Another great way to measure your authenticity, as Rachel from Express Writers pointed out, is to survey your audience directly. Ask them how they perceive you. If you get constructive and honest feedback, you’ll then know that your audience cares enough to give you feedback in the first place. It means they want to see you succeed. Heed them.
A3: You can always ask people to describe your brand and see if you're giving off the right impression based on their responses. #TwitterSmarter
— Express Writers | Your Content Writing Partner (@ExpWriters) December 10, 2020
Firstly, own up when you make a mistake. Everyone makes mistakes, but when you are upfront and apologize for what went wrong on your part, it’ll help you stand out from the rest.
A4. —Admit wrongs: Don’t delete negative comments from your audience. Acknowledge then apologize without necessarily being rude.
—Say the way it is: Be true and open. If you don’t know what you’re being asked, don’t respond arrogantly. Just say you need help. #TwitterSmarter https://t.co/s2xXll0zjb
— Janet Machuka (@janetmachuka_) December 10, 2020
Remember the social media best practices: be consistent, acknowledge every tweet that mentions you—with or without the tag, and always give credit where it’s due. You can also make your brand more personal by sharing behind-the-scenes content, such as snippets, images, and videos about how your business is going, the people involved, and your processes. All of that makes your audience connect with you more easily, and shows that you’re open and transparent about what you do.
A4. —Share your progress: Bring to light a bit of “the behind the scenes.”
—Credit content where necessary
—Respond publicly to audiences’ complaints about your services, concerns and questions
—Don’t go incognito on social media platforms #TwitterSmarter— Janet Machuka (@janetmachuka_) December 10, 2020
Our friends from Interpose shared some more excellent ways to be transparent with your audience. Live up to your promises. Inform your audience about what you do with their information and the measures you take to protect it. Be clear in your communication and use simple everyday language—educate, instead of broadcasting.
A4. Be genuine about who you are, what you do, and why you do it. Actually do what you say you will. Be clear as glass about #data collection and use, if not for your customers' sake, at least to stay on the right side of #GDPR and other #regulatory takes. #TwitterSmarter https://t.co/Nw6XUtlDEv
— Interprose (@interprosepr) December 10, 2020
When you write your own content, it comes from the heart. It’s a reflection of your business and it directly addresses your audience. No one knows your business and your target audience better than you do—that’s why it’s essential that you speak to them in your own voice.
A5. —Easy to share your personality than when someone writes for you
—Helps you express your own voice
—By writing your own content, you can deliver value to your audience. You wouldn’t want to share invaluable content, right? #TwitterSmarter https://t.co/ebRwhDL036— Janet Machuka (@janetmachuka_) December 10, 2020
Not everyone writes great content from the beginning. However, everyone can and needs to write. Instead of re-sharing others’ content all the time, learn to express your ideas in your own way. When you do that, you’ll discover that no one else can communicate as uniquely as you do.
A5. Everyone has a unique way of communicating to their audiences. Create your own content & share it. Learning how your audience consumes content happens when you express yourself in your own way. #TwitterSmarter
— Janet Machuka (@janetmachuka_) December 10, 2020
As Lance reminded us, some brands aren’t one-person businesses. They need others to write their content. In that case, make sure you hire people who speak your voice. Offer training and seek out only those who align with your philosophies, because when your audience reads your content, it has to sound the same. That’s how you ensure continuity and develop your credibility. Don’t compromise your voice.
#TwitterSmarter A5: Writing and creating your own content ensures you maintain your unique voice and authenticity. But some brands have such large footprints, then need help. If you hire a SM manager, be sure they understand your brand, voice, mission, media strategy and goals.
— Lance A Schart (@LanceASchart) December 10, 2020
Personalization shows people there’s a real person behind the handle. It helps them connect with you, and to see you for who you are, beyond the profile picture.
A6. a) You’re Human, Exist & Real—People want to feel connected to a person and not a robot. By personalizing your content helps your audience know that you are human just like them. #TwitterSmarter
— Janet Machuka (@janetmachuka_) December 10, 2020
A great way to bring personalization on social media is to recognize other people and address them by their names. For instance, if you’re on a Twitter chat and you see other brand profiles interacting, take the extra step to get to know the person tweeting from behind that profile. It’s always nice to know who you’re conversing with.
A6. b) You Recognize People by names —It feels great when you know you’re being addressed as an individual by a brand rather than a group. Gives a brand’s audience feel valued & identified by their names. #TwitterSmarter
— Janet Machuka (@janetmachuka_) December 10, 2020
We’re all human, and it’s ok to display feelings. Whether it’s an emoji, a GIF, or an incident from your own life experience, don’t be afraid to express how you feel. You don’t need to share personal stories, but you can still be human. Vulnerability signals to others that they can always depend on you to be genuine.
A6. c) You’ve emotions — Emotions play a major role in building an authentic brand. You can show care, feeling or emotion by embracing the Art of Emotional Storytelling that will foster a personal connection. Give your #TwitterSmarter
— Janet Machuka (@janetmachuka_) December 10, 2020
Taylor from GiveWP also explained how personalizing your copy shows people that you listen to them and create content to serve their interests.
A6: Content personalization makes your brand more real. It means that you're paying attention to who is engaging with you and responding to them specifically, not just creating content for yourself. #TwitterSmarter
— GiveWP (@GiveWP) December 10, 2020
Don’t panic. It’s the cause for all bad moves. As our guest suggested, approach the situation with empathy, acknowledge, and try to reassure the other person.
A7. —Be calm & try to be empathetic to the person you’re responding to
—Acknowledge the wrong and give an assurance to rectify it#TwitterSmarter— Janet Machuka (@janetmachuka_) December 10, 2020
That said, though, as Christine pointed out, if the other person is attacking you without reason, then don’t be afraid to speak up. Always be polite and considerate, but to yourself as well.
A7.
Look at why people feel that way.
If they're right, if you've gone adrift from your brand core, fess up to it, be vulnerable, and promise to do better.
But if it's their own hangup, don't be afraid to call them on it. You are allowed to be multidimensional.#TwitterSmarter— Christine Gritmon #ChatAboutBrand ❤️ (@cgritmon) December 10, 2020
Janet’s top references for personal brands are Elsa, Christine, David, Mashudu, and Kulshani. Among the larger business brands, Janet’s favorites are Airtel Kenya and Twitter.
Successful brands are based on authenticity, drawn from real achievements, real strengths & real emotions that are alive.
Personal Brands: @ElsaAngel19, @cgritmon, @RKDAVID1, @Mashstartup, @kushlani_ds
Business brands: @AIRTEL_KE, @Twitter Just to name a few #TwitterSmarter
— Janet Machuka (@janetmachuka_) December 10, 2020
Carla mentioned some more great brands, such as Content Marketing Institute, Mari Smith, WinnieSun, Women CEO Project, and Social Media Today.
A8: @CMIContent @MariSmith @winniesun @womenceo and @socialmedia2day showcase authenticity on #Twitter #TwitterSmarter https://t.co/8N6HFof4eg
— Carlarjenkins (@carlarjenkins) December 10, 2020
You’ve likely come across these brands without paying much attention to them. Go on and have a look at their profiles again—there’s so much to observe and learn.
Well, folks, that’s all from me this week. Thanks a lot for reading through and for more great insights from our chat with Janet, have a look at this Twitter Moment that our team member Joana put together. If you have some time to spare on Thursday, come join us for the next #TwitterSmarter chat at 1pm ET.
About me, Narmadhaa:
I write all things—technical and marketing copy to fill the pocket; haiku and short stories to fill the soul. A social media enthusiast, I’m a member of the #TwitterSmarter chat crew, and always happy to take on writing gigs.
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