"Use social media to be authentic. Use social media to show you are human. Use social media to show a little personality."
These are mantras, orders, directions, suggestions, broken records heard in corporate environments 'round the world, but bosses, managers, directors, head honchos are unsure exactly how to do that. What does one mean by "be authentic"? Hasn't his hard work day in and day out been authentic? He thinks it has. He isn't wrong.
Show I am human?, she muses. I am an on-air host for a TV station. I move and talk and walk and investigate in front of cameras. How could I be any more human than I am already? It's not a stupid question. And personality? Her title is television personality.
I think what they mean is this.
You see, The Today Show has a Tumblr. That's already a smart move. This Tumblr blog links to, among other things, videos on The Today Show website with short little quips or still images added, making it more micro-bloggy. These posts flow into Tumblr users' dashboards and Today Show videos these users would have never seen otherwise get watched. Why is that?
Because someone updating The Today Show Tumblr took a tiny risk.
Not only did the author of this Today Show Tumblr post take a tiny risk by expressing opinion about a guest's appearance, he or she also tagged the post with the term "delish."
That's funny. It's also brave for a morning news show. But they know that Tumblr users are not their traditional audience and by being familiar with the ways that people use that medium (by employing tags like "delish", etc.), they were able to endear themselves to an entirely different group of individuals than those who normally watch The Today Show.
The reaction was glee, lots of reblogs and plenty of heart clicking. When a Tumblr blogger jokingly asked, "OMG TODAY SHOW WHAT ARE YOU DOING," the Today Show Tumblr author didn't freak out and delete the post or apologize and backpedal. He or she responded with, "We’re just doing what you’re already thinking."
Which is honest and playful and further endearing these users to The Today Show brand, all because this author did something unexpected, a little brave and stuck by the post.
Newsweek even chimed in with "Media Tumblrs: WE ARE PEOPLE TOO!"
Which is true. Tumblr users know how Tumblrs get made. Even the ones for major television programs where the stars make many, many millions of dollars. It's one or two people, maybe a small team--maybe--deciding what to publish and how to do it and how often and how come. To pretend that the author of that Today Show Tumblr post doesn't have an opinion or a sense of humor or a mind of their own is dishonest. This is what they mean by "be authentic." It kinda just comes down to "don't lie."
We know that is an attractive actor. They know that is an attractive actor. Saying it aloud in the right forum--one where the audience can recognize and appreciate your tiny risk--is not a danger to your company's bottom line. It just isn't.
To the first set of mantras and orders listed at the head of this post I'd add, "Take reasoned, tiny risks." It's what people do. It's what people have to do as humans. In this way your company can be more like the people it aims to reach. And the payoff can be tremendous.