Use Social Media to Humanize your Brand and Serve Customers


human social mediaUsing social media to humanize your brand and serve your customers is one of the best ways to use the tools out there. People are not interested in a anonymous corporation they are potentially about to do business with. That goes for investors and customers alike. It’s important to put a human face on your social media and approach the platform with service in your heart. By doing that you can build real and trusting relationships with many interested parties in your market.

Focus and relationships

One of the best things about social media is conversations. Engaging other people through Twitter, Facebook, LinkedIn, and other social media platforms can facilitate very productive conversations. Participating in social media conversations is the core to building meaningful relationships. Entrepreneurs can get stuck into a rut of responding as their brand and not themselves. It’s important to approach these conversations as who you actually are.

Conversations will take on the personality of your brand. The market will generally dictate what personality you take on so just roll with that. Entrepreneurs in the tech space should be well-versed in knowledgeable about everything tech related to their market and somewhat on the serious side. Entrepreneurs in the growing healthcare startup market should have a personality based around helping and serving. It’s okay to be funny, serious, witty, or whatever your brand identity calls for. Look at what your market wants and then take on that role, but always be real, be you!

Service is key

Far too often zealous entrepreneurs are caught trying to promote their products and brands everywhere they go. Nowhere is this more apparent than on social media. By taking a different approach and trying to serve customers the best you can will shine a positive light on your brand. Focus on serving your customers needs rather than trying to push a sale or promote a product. Try to read between the lines when interacting with people on social media and engage them in such a way that brings them as much value as possible. Take on the role of an “expert guide” rather than a salesperson and you’ll be far better off.

talk social media

Slow and steady always wins

Successful social media campaigns, the ones that gain hundreds and thousands of followers, take time and effort. Very rarely is there an overnight success on Twitter, but all too often motivated, excited, and somewhat naïve entrepreneurs think they will show up on Twitter and simply rock the house. This can easily lead to social media burnout. When the results don’t come to fruition as quickly as they would like, and there’s no concrete strategy to move forward, entrepreneurs feel the well is dry and move on to greener pastures. But in reality they just didn’t approach it with a realistic timeline. Social media success takes time to do well people, don’t think you are an exception.

To be successful on social media it also takes a strategy. Research and find what will be the most value to those who follow you and provided to them. The word value cannot be understated enough. By analyzing your niche market and providing content that cannot be easily found anywhere else is a surefire way to gain serious traction on social media. It doesn’t happen overnight, so plan on spending significant time to build up a strong base of followers. Once the world sees the real value your core followers will come.

Don’t give up and never automate your social media

Approaching social media with the mindset of trying to serve customers in the most human and value rich way you can be a true success story. But beware. Automating tweets or posts on your social media is a surefire way to turn people off. I don’t know any CEO who tweets every 10 minutes 24 hours a day. People see through that very quickly. Take the Pope for example. He tweeted frequently in the past few months before he retired, but we all know it probably wasn’t really him tweeting. Make the whole process ‘real’ and spontaneous, all the while completely premeditated with a careful strategy you roll out over the lifetime of your brand. Good luck!

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thank you guest poster Robert Cordray is a freelance writer for and expert in business and specializes in giving entrepreneur advice. With over 20 years of business experience, Robert is now retired and hopes others can benefit from his writing.

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  1. Excellent post John!

    I for one am a massive advocate in the power of social and actually showing you are a real person that can have a conversation!

    I see far too many people operate their accounts on auto pilot like robots and never take the time to engage with people (i often wonder if they are like that in the real world at a meeting too!!!) Online is same, same but different …..

    Who’d have thought conversation is the key to building up your business and making sales huh! 😉
    Clair Trebes recently posted..Pinterest – Pinning To Build Your Social PresenceMy Profile

    • Cheers for your input as always Clair.

      I think automation has its plus sides and should not be knocked entirely. I do it, simply as a time saver. This does not mean I spam all day – I choose wisely which posts I am going to promote and then just use a popular scheduler. Also its great for gaining reach to different time-zones.

      And yes – its good to talk. A be it via our computers….!


  2. Great post Robert/John!

    Social media is SO important to businesses these days that it always pays to approach it in the right way. Automating social media can just make you appear like a robot that doesn’t care about your readers and customers. The whole point of social media is to be “social”, that is the only way in which you can make it work as a marketing tool.

    The only down side to social media is that there are so many different sites that you can be on. Twitter, Facebook, Google+, LinkedIn and Pinterest tend to be the ones I focus on the most, but there are many more that people use. It’s just a case of not spreading yourself too thinly.
    Matt Smith recently posted..Guest Posting: Good or Bad?My Profile

    • Hi Matt,

      Yes – Robert really has ticked a few boxes here. Excellent advice on the being social side of things, I like you tend to think that gets the best results.


  3. Great post and topic. The human factor is so essential. I tell people this all the time. I agree with you about automating social media, but sometimes if done the right way can work really well.

    How ever I would only recommend meaningful automation that you have planned for that day, rather than meaningless tweets and facebook posts that ouze spam.

    Thanks for sharing,

    Beth Hewitt recently posted..Finding Influences for your blogs brandMy Profile

    • Yes Beth – thanks for your comments.

      I don’t actually agree with Robert on “not automating” – I do it, you have to in order to get the real benefits I think. But, not all the time. I set up a few tweets each day with Hootsuite, this is a mixture of my content and other bloggers material. You can only get the best exposure if you do this. I do not really fancy getting up at 3am to tweet out to my US followers…..

      Thanks for your thoughts.


  4. ‘It’s important to put a human face on your social media and approach the platform with service in your heart’ I love that sentence in the opening paragraph, so very true, even I a Minion hidden behind a bean character believe a human face and a service to people is the best way forward.

    Too many people think in the short term, I think with social media and blogging it should be long term planning and thinking, not to be dissapointed but for your own mental benefit, as Robert says many people approach social media in kind of mania throwing everything they can 24 hours a day and reach burn out. They do more damage than good, at least over the long term doing things steady slowly with a plan can grow a business.

    Reputations grow slowly, but get destroyed in an instant. If it isn’t real then it isn’t real, and what do we think to fake? We do not trust it.

    An excellent post.
    Andi Leeman recently posted..How To Forward Gmail Emails To Your Main Email AccountMy Profile

    • Absolutely correct Kostas, the whole corporate thing does not really work when some of these firms go about their social media campaigns.

      Thanks for your comment.

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