This post is inspired by a recent guest post on the TechNMarketing blog by Shoshanna Jaskoll titled Why I love Google+ from a Non-Techie, Slightly Rage-Inclined, Working Woman.
We’re all marketers, salespeople, employees, and contributors. But we’re also individuals. As Shoshanna says in her post "… where do we end and our businesses begin? How can we be us without always having to wear heels?”
Whether you use the Big 4 social media platforms for business, personal, or a mixture of both – how can we be more successful in communicating with our audiences on each platform and with what ratio of differentiation? Klout attempts to address the differentiation with their influence rating. But we took a closer look at being rewarded a higher algorithmic score with what can be perceived as anti-social behavior in a previous post.
We all want to build our personal brands with the highest level of relevancy, but we often struggle with how to be ourselves in social media when we’re off the clock in our flip flops on the weekend. We have opinions, hobbies, favorite bands, and photos to share – but they shouldn’t have to all fit into one “safe” and “socially-accepted” bucket.
Yes, Facebook has the “lists” option but it’s more than tough for the average user to figure out. And as Shoshanna explains in her post, Google+ makes it a lot easier to segment content - but it’s unlikely that everyone is going to abandon the other platforms anytime soon. In the meantime we can address content relevancy across the Big 4 based on data, audience and platform evaluation, and differentiation.
In social media, whether you realize it or not, as an individual, you have a reputation that your connections determine. Dan Zarrella (@danzarrella) backs this up in his latest Science of Social Media 2011 Webinar. Just as we segment our products and services to industry-related audiences and targeted demographics, we should do the same across various social platforms.