It is understandable how tackling social media can seem daunting for businesses. The pioneer platforms like MySpace, Facebook and Twitter were initially set up as a way for people to connect with each other and share information. As these sites have grown to encompass millions of global users, businesses (and the platforms themselves) have been trying to figure out how to leverage that direct-to-customer marketing channel as a sales tool. I believe the continuous starts and stops of in-platform advertising programs reflect the misunderstanding by brands of what social media actually is and what it can accomplish.

Facebook, Twitter, Instagram, LinkedIn and the rest are first and foremost virtual spaces where people collect to network or kibitz with each other. Granted, as traditional news outlets like network news shows and newspapers have seen their viewership and readership shrink, it makes sense that those media outlets are looking to reach their news consumers on social media. However, news is not the first reason why people use social media. They are there to connect with people, and businesses need to keep this expectation in mind when creating a social media strategy.

I find it helpful to describe the most popular social media platforms as they relate to their in-person counterparts:

Facebook is like a coffee klatch – Friends, school mates, neighbors, etc. look to Facebook to share what is going on in each other’s lives. Instead of chatting over the back fence or inviting friends in for coffee, people are sharing this kind of personal, everyday information online through Facebook. People log-in with their daily home life and rich relationships in mind.

Twitter is like a cocktail party – Twitter is perfect for quick bursts of connection, sharing bits of interesting information, or getting to know a small part of someone else, just like you do at a party. You may not know everyone in the room, and there really is not much time to have a meaningful conversation. You make surface-level connections with new people, reconnect with the ones you know, and take further interactions outside of the gathering. Users look to Twitter for immediacy and more surface-level connection.

LinkedIn is a networking event – The goal of going to a Chamber after-hours or industry breakfast is to make business connections.The goal is to have as many valuable interactions as possible, which means being open to learning about as many people in attendance that you can. What is considered appropriate behavior at a networking event is appropriate for LinkedIn as well. Unless you are someone who refuses to talk to a person who approaches you at a networking event, it is appropriate to accept the majority of people who wish to “talk” to you on LinkedIn. People use LinkedIn as a business networking tool, expecting business-related information and interactions.

Instagram is like sharing photo albums – It used to be that taking a picture was saved for special events, vacations, or art. Cameras were a pain to lug around, and processing film took time and money. People would collect their photos into an album and share them with friends and family. Now that there is a digital camera at everyone’s fingertips, society documents daily life through images. Instagram is a virtual photo album that can instantly be updated and shared. Instagrammers expect to see visually-rich content from their connections.

Social media is first and foremost a place where people are looking to connect with other people. This desire for interaction is not new; it has just moved from in-person to virtual. Social media is the collection of tools that people use to network — hence, the phrase social networking. Brands that understand the role of these tools in people’s lives will have better success at reaching their audience. In a sense, a business must act like a person on social media, offering authentic messaging, behaving and using vocabulary that is appropriate for the space, and responding to user interactions. Broadcasting a one-way, self-serving message everywhere is not what social networking is about. It is about connecting with your customers and potential customers on a more personal level, which hopefully leads to a mutually beneficial business transaction.

Is your business finding success with your social media strategy? Share your tips by leaving a comment below. Thanks!