We Are All Recognized. Be Remembered.

I kind of fell off the Social Media Commandment horse (or mule) the past few weeks (happy Monday by the way). Now is the time to get back to where we left off. Some of you may remember the last few commandments but for those of us who can’t remember past yesterday morning… here is the list so far.

1. From Consumers to People

2. From Product to Experience

3. From Honesty to Trust

4. From Quality to Preference

5. From Notoriety to Aspiration

The commandments are based off of Marc Gobe’s commandments for emotional branding from the book Emotional Branding which he published in 2001.

Now that we have that out of the way… time for the sixth commandment:

From Identity to Personality

“Identity is recognition. Personality is about character and charisma!” – Marc Gobe

There are plenty of ways you can start to relate this sixth commandment to social media. There is a huge aspect of social media catered to the ego of an individual… that is where recognition plays a huge role. It is fun for users to gain 2000 to 4000 new followers. It is awesome when Chris Brogan or Robert Scoble mentions your name in a post or through a feed. The reality of all of this is that it doesn’t matter. You may gain a few new followers because of the endorsement but relationships still have not been forged.

You are unique. The personality that you were gifted with needs to shine through when using social media tools. We are all an “identity” when first introduced to another on social media. We are all just another small 100 x 100 pixel face on Twitter until we create an emotional response… until we share some insight and join in the discussion.

Only then can we move from an identity to a personality..

and be remembered.

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Notoriety to Aspiration: 5 of 10 Social Media Commandments

As a collective group we have been working through the 10 Commandments of Emotional Branding in Marc Gobe’s book, Emotional Branding. We have been applying the ten concepts to social media marketing and how you should be applying them to your social business strategy.

The fifth commandment is the concept moving from notoriety to aspiration.

From Marc Gobe:

“Being known does not mean that you are also loved! Notoriety is what gets you known. But if you want to be desired, you must convey something that is in keeping with the customer’s aspirations. (pg. xxx, Emotional Branding)”

This is my favorite commandment in the entire list because it one of the more important principles in social media: QUALITY over QUANTITY. Anyone can spend twelve hours a day adding everyone and their mother to their social profile. The question is, what makes them different from everyone else spending an ungodly amount of time online? Nothing. It takes a little personality to push you over the edge. Scott Stratten at Un-Marketing does this the best way possible on Twitter. Add him.

There is a split down the middle for small business owners. Many of us want to create relationships online but there is no guarantee for return on investment. This is especially important if you are using social media as a customer relationship and marketing tool. The truth of the matter is this…

It takes time and resources to truly utilize social media. It should be implemented into your marketing budget as a piece of the pie. And remember…

You can add as many people as you want but don’t be upset when you have thousands of followers and no revenue.

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