Social Media and “Branding”

Yes, this is one of those “this conversation started on Twitter, and I wanted to do a more in-depth kind of response … so a blog was a better idea” kind of blog.

I know, it seems silly. So … why I am writing this?

As we all know, Twitter opens us up to not only the people in our communities, but state, country, and even the international community. This can be a bad or good thing depending on your experiences.

Normally, we follow people of the same interests; or to keep up on “breaking” news from trusted and reputable sources (no jabs at the media here). Or, we follow people who follow us. It’s an easy way to connect when we wouldn’t be able to.

As is sometimes the case, some people offer “tips”, “advice”, “help” for those on social media. These “tips”, “advice”, “help” can cover quite a few topics. A few of those are writing and “branding”. In other words, “being recognizable” on social media.

Not always are the “tips”, “advice”, “help” a bad thing; but they’re not always good either. I usually don’t put out “tips”, “advice”, “help” unless I am directly asked.

Why?

Good question … I’ll tell you … I don’t know.

Sorry, about that. I had to throw a “movie” reference out there. I’ll tell you about it later, I promise.

Now, why don’t I offer “tips”, “advice”, “help”? It’s simple. What works for one, doesn’t work for all, and what works for all … doesn’t work for some or one. I’m not a social media maven or a success. I know what works/fits for me. If I’m asked, I’ll answer. I won’t advise though.

Also, because of “cultural” differences, the “tips”, “advice”, or “help” might not be practical. As a result, I just decide to avoid all that. It also stems from a bad book report in high school.

Anyway …

One of the popular tips is not to change your Twitter “avatar” (aka: display picture) too much, if at all. Some feel as though it’s an important “asset” or a “brand image” similar to Pepsi’s globe or Coke’s “stripe” logos; Applebee’s “apple” …

You get the idea.

The idea is that the image should represent you, your major “job”/ “interest” and be recognizable; it should be as valuable as a company logo. Sounds simple, yet it isn’t always. Nor should it.

I know a lot of famous people (such as NASCAR drivers, actors, directors, etc) who change their “avatars” quite a bit. Some have even been known to change their “Twitter handle” (username) depending on the situation – like a NASCAR driver who had their car number attached to their name. If they change teams and numbers, the “Twitter handle” is no longer appropriate, so they change.

I know quite a few drivers, PR people, and even teams who have changed names and avatars. Yet, I always seem to find them.

A company’s social media account (Twitter, Instagram, Facebook, etc), is usually run by more than one person. In addition, a company is an impersonal entity. They’re there to answer questions, promote the product, handle customer complaints, and … from time to time, provide some information. Maybe even sponsor a contest.

They are recognizable because of their logo.

That’s like an iPhone/iPod/Android game … the “Logo” game. You’re shown a picture, and asked what company/entity it belongs to. I’ll admit that they throw in some I’ve NEVER seen. Even some “familiar” ones do escape me.

The “brand” logo makes sense. It’s recognizable.

But, what about people?

A person on the other hand … is that … A PERSON. They’re real. Or, they should be. They’re unique, changeable, and adaptable.

As such, that’s probably why some NASCAR drivers or their “spouses” have more followers than some companies … they appear real. They interact on a more personal level. So, as with “normal people” … things change as their lives change or due to events around them. But, because they’re so well known, they don’t have to worry about the change. They can change avatars without advance notice, advertising, or mention … and go about their day/night.

These people change their “avatars” quite a bit. Some are funny, some reflect their current situation, and some are there for a season. Do they lose followers as a result of the change? Honestly, I haven’t seen it or paid attention. Does it bother their followers … I haven’t seen them respond to “complaints” about it, but I have seen them respond to compliments about the change.

That goes to another point – some people recognize pictures and some recognize names. I recognize more by name than picture. I’m not saying that’s the best way, I’m saying that works for me. I do follow over 900+ people. I don’t know how that works in the whole scheme of things … but I have quite a few tweets to peruse.

As someone who had no clue about Twitter in December 2009 when I first started, I’ve amassed well over 400 followers. I’ve changed my avatars numerous times, and even went with a “Twitter handle” change too. I haven’t lost many “valuable” followers as a result of repeated changes … the ones I have lost, were more than likely “spammers”.

That brings us to the “debate” I had some time ago. I had a debate with someone about changing avatars repeatedly. While I got the point (it’s a logo/asset to be treated valuably) … it made me wonder … why do we change them?

I usually change mine to reflect:

CampNaNoWriMo

NaNoWriMo

Memorials (9/11; holidays; etc)

Special Events

Other than that, I don’t tend to change it that much. It’s not because I am attached to it or view it as such a valuable “asset”, but because it’s a lot of work to go into Twitter (or Facebook), find the picture on the computer, change it online, and save it.

Getting back to the “debate” … that got me to thinking – do I want to be a “brand” or do I want to be a “real” person?

Being born in Texas, I see a brand as something one might put on livestock – with a red, hot branding iron. Yikes! That’s not for me.

Now, this is where culture might come into it.

As I said, NASCAR drivers/people are notorious for changing their avatars. They have no huge drop in followers and I can still find/follow their tweets. They’re more likely to be in the business of “branding” themselves than I am. I’ve seen some NASCAR sponsors change their avatars as well.

So, do I want to be a “brand” or a person?

I’d like to continue to be a person. Though that point was raised as well.

Since I am not yet a famous writer, or anyone famous … I was told it was ok to experiment, but when I reached that “level”, I should stick to one avatar and leave it. I see the argument … but, to a point.

If it’s good enough for NASCAR drivers, spouses, teams, even sponsors to change their avatars, who I am to go against that? Obviously they know what they’re doing better than I do. They’re likely better known than writers, or even some actors.

Shouldn’t I be known for my name/who I am … rather than a picture? Is that a “culture” thing? Picture vs. name?  “Branding”? No thanks … I’ll still with being a “person” … famous or not.

That is why I often dismiss a lot of those “tips”, “advice”, or “help” … they’re sometimes not as practical as we’d like to believe. Sometimes … they don’t apply. While it might work for some, it won’t work for everyone. That’s why I don’t do it either.

And, no … I don’t look down on people who do it. They honestly think they’re helping someone, and who knows … they might be. I just know it’s not right for me. I won’t give “tips”, “advice”, or “help”. While some people appreciate, there are others who don’t.

I also hate to admit that I don’t have time to do it as well. It’s not exactly how I want to spend my time on Twitter.

We all run our accounts the way we like. There is no right way. There is no real wrong way except: spamming, abuse, harassment, threats, etc. Other than that? It’s how you want to interact.

Want to change your picture? Go ahead! Don’t want to? Keep it. It’s yours to so with as you please.

Here’s a simple way of handling it: pick the person you admire the most (hopefully they’re a really good influence, person, etc) … see how they run their account. And … copy from that … of course with your own thoughts, pictures, etc. That’s the best and ONLY advice I’d give.

Don’t feel obligated that if someone is following you, you have to follow them back. Don’t feel obligated to take their advice, tips or anything else … and put it into place.

Oh … I almost forgot …

Remember that line earlier? “I’ll tell you … I don’t know” … it’s from one of my favorite movies – “Fiddler on the Roof”.

Tradition!

We all have them; we all have our own way of doing things. If it makes you happy and you have no problem connecting … do it your way, no one else’s. Use it as a guide, but develop into your own person.

Don't be afraid to be a trailblazer ... who knows, you might inspire a new trend.