Embrace Your Truth
The payoff of risk vs reward in regard to being authentic on social media platforms is a no brainer. From my perspective, it’s a comparison of either being heard or being ignored. If you are authentic in your social media strategy then you will connect with your audience, or you’ll gain a new audience made up of individuals that you weren’t necessarily targeting. Maybe at this point I should define the use of the word “authentic,” at least in the way that I’m currently using it. The first instinct when creating an advertising strategy is to hide anything unattractive about your brand. These unattractive qualities should be either addressed internally by the brand or tackled head on publicly and shifted to a positive advertising campaign. Controlling the narrative is crucial.
In 2009, Domino’s Pizza launched an Advertising Campaign titled, “We’re Sorry For Sucking.” That is authenticity and, of course, they improved their recipe and grew from 9% of the pizza restaurant market in 2009 to 15% in 2015! Wow!
Let’s take a look at some other brands who take risks by being either funny, witty, topical, or bold, but the common thread through all of the success stories is that they always feel authentic. They aren’t written by an advertising agency committee where a 10 person team each gets a word and they all vote on the final tweet. If that were the case, they’d be stale, outdated, and most of all SAFE.
The way I see it, we (all brands) should embrace our truth, and if your truth sucks, then do like Domino’s did! Admit it and fix it. ~ See you soon ✌️