Narcissism Isn't Social: How To Engage With Your Audience
October 13, 2012
When social media was relatively new, I feared that it would undo a whole lot of my work.
I had worked hard to get client companies to realize that it really wasn’t all about them. Most companies naturally gravitate towards we-language and chest thumping. We’re this and that and our product/service is the best out there, etc. etc.
Getting them to switch to you language — as in, “here’s what we can offer you and why you should care” — takes work. But we managed it and the results were well worth the effort.
But my fear was that Social Media was going to get clients back in the habit of talking about themselves, in the mistaken belief that they were “joining the conversation.”
Turns out my fears were both totally unfounded and spot on the money.
Unfounded because Social Media didn’t inspire any greater levels of narcissistic communication than normal.
And spot on because “normal” levels of narcissistic communication amongst companies are breathtakingly high, and this was indeed one of the factors that killed many Social Media efforts.
Oddly, this dynamic is hardly any better today than it was back in 2007. Just take a look at this Wendy’s Facebook ad:
So I like the picture, but really, who is going to click on this?
Where, in this ad, is there any mention of “What’s In It For Me.” Where’s the benefit to the customer? Why should I click?
And, since this is Facebook, after all, where is the targeting? This ad showed up on my wife’s Facebook page, but it could have showed up on anyone’s page without any modification whatsoever.
If you’re going to try to get a mother of three to care about fast-food quality, why not target the messaging to mothers specifically.
In other words, why not create an ad more like this one:
See how the ad is targeted specifically to mothers?
And how the “What’s In It For Me?” is answer by “feel good about feeding your kids our (real chicken) nuggets.
I’m not saying this is the best ad ever, but it’s decidedly more focused on the customer’s life and cares and concerns than the original ad, which was nothing more than narcissistic chest-thumping.
Bottom Line: All ads represent a social exchange — the prospects time and attention in exchange for relevant information delivered in an interesting (maybe even entertaining) format.
If your ad’s message is irrelevant to the consumer, you are breaching that social contract, which is no way to behave on an inherently social platform.
Because narcissism isn’t social.
Keynotes from Bing & Google + the Hero Conf Advanced Track
Where do you go to get the most relevant information in PPC, plus the opportunity to network with the best and brightest the industry has to offer? Why Hero Conf, of course.
3 Questions You Need To Answer Before Beginning Paid Advertising
So you’ve you decided you want to start PPC advertising, but now you are asking, “Where do I start?” We've listed and answered 3 questions you should be asking.
Road Trip - 5 Tips For Creating International Campaigns
International markets can add complexity to any account, but here are a few settings and opportunities to make your global ad strategy stand out in non-US markets.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Discover 3 Levels Of Geo Targeting For Beginners, Intermediates, & Experts
Setting geographic targets is day one. Whether it’s to exclude places you cannot sell or serve or to specifically target your primary customer base, the implementation of geo-targets is on the must-do list.
[New Webinar!] What You Need To Know About New AdWords Features
In this new live webinar, Hanapin Associate Director of Services Jeff Baum and Optmyzr’s CEO Frederick Vallaeys will walk you through the new AdWords tools and show how you can use them to optimize your accounts.
The Social Strategies You Need To Know For App Promotion
Create social strategies to promote app awareness and leverage geographic and demographic data reported by these platforms to refine audiences.
Guide the Industry and Take the 2016 State of PPC Survey!
Each year, Hanapin Marketing manages extensive research into the State of PPC Report, which provides a statistical breakdown of the digital ad industry and guides expectations.
What's In A Name? Building Powerful Product Titles For Ecommerce
Over the years, we've tested a variety of different product title alterations in hopes of finding the perfect title. Did we? Yes, and no. The fact of the matter is, it depends.
What Upgraded Bing URLs Mean For You
Bing is continuing its effort to catch up with Adwords. Upgraded URLs, which isolate tracking parameters from final URLs, are now available to Bing advertisers.
Where Does Your Hero Conf Dollar (or Pound) Go?
5 Common Excel Issues And How To Fix
Excel, while a fabulous tool for PPC, is not without its occasional hang-ups. In this post, we’ll go through some common problems, and how to fix them.
[New Whitepaper!] Guide to Google AdWords: Advanced Edition
In this whitepaper, you will gain a greater understanding of the distinction between e-commerce and lead generation PPC strategies, learn the effective use of Remarketing, how to utilize advanced segmentation for improved targeting, cross-device attribution, and how to use automated rules in your accounts.
Google Announces Controversial Updates To The Keyword Planner Tool
Google updated the AdWords Community on the state of the Keyword Planner tool and the response from several advertisers was quite dramatic.