{"id":462,"date":"2012-06-13T17:29:00","date_gmt":"2012-06-13T17:29:00","guid":{"rendered":"https:\/\/henrietteweber.com\/?p=462"},"modified":"2021-03-29T17:32:30","modified_gmt":"2021-03-29T17:32:30","slug":"identity-is-key-to-rock-anything-digitally","status":"publish","type":"post","link":"https:\/\/henrietteweber.com\/index.php\/2012\/06\/13\/identity-is-key-to-rock-anything-digitally\/","title":{"rendered":"Identity is key to rock anything digitally"},"content":{"rendered":"\n

Sometimes I wonder why many businesses seem to use social media, but fail to make it convert into something tangible, something on the bottom line, something that sticks to their identity, image, and branding. Come to think of it, most of the people they connect to out there seem to be more disturbed than excited about what you have to say.<\/p>\n\n\n\n

I wonder about\u00a0this because I have been approached by a lot of baffled companies requesting me to look into their social strategies and find out why the intended results do not match actual sales. What I found out is astounding\u00a0 – ALL these companies, which recognize the importance of planning in every other aspect of their business and implement them accordingly, don\u2019t have anything remotely resembling a social marketing\/branding action plan. They may have a strategy, but they don\u2019t have a plan for what happens from week to week and what they need to work on in the long-term haul.<\/p>\n\n\n\n

Woot?<\/p>\n\n\n\n

Digging deeper into why these companies can commit such a basic mistake, I found out that all of them just dived right into social media with hardly any thought about how these tools will work right for them on a daily basis. I think the mistake is that they got the strategy, but they forgot or simply didn\u2019t know how to launch it – from a-z.<\/p>\n\n\n\n

And the primary reason why this sad situation has to play itself out?\u00a0 Accessibility. It\u2019s so easy to create accounts on various social networks, and start posting content right away, AND it costs you practically nothing – that these companies are lulled into a state of a casual approach. They stop seeing social media as something strategic, as an opportunity to surprise their surroundings, and saw it as just another communication channel where they don\u2019t have to put enough resources to take it seriously. What makes social media work really well for me can be a curse for someone using these tools improperly.<\/p>\n\n\n\n

Social media is a bane for those who tend to think in literal numbers – that having a thousand likers and followers is an end in itself; that business will just naturally take care of itself once you have attained a significant increase in traffic to your site.<\/p>\n\n\n\n

This idea was smokin\u2019 ten years ago, or even five years ago. But today, what would you say if I declare that I can outperform your 2,000 likers and followers with a mere 200 or even 100 of my fully connected audience? An audience that is really interested in the value that I provide, and trust me completely enough to go for their wallets, once in a while, to buy my services?<\/p>\n\n\n\n

The key to using social media properly is to rock your identity to the right audience<\/strong>.<\/p>\n\n\n\n

\"rock<\/figure>\n","protected":false},"excerpt":{"rendered":"

Sometimes I wonder why many businesses seem to use social media, but fail to make it convert into something tangible, something on the bottom line, something that sticks to their identity, image, and branding. Come to think of it, most of the people they connect to out there seem to be more disturbed than excited […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[32],"tags":[33],"class_list":["post-462","post","type-post","status-publish","format-standard","hentry","category-branding","tag-personal-branding"],"jetpack_featured_media_url":"","jetpack-related-posts":[{"id":512,"url":"https:\/\/henrietteweber.com\/index.php\/2012\/02\/02\/is-a-like-enough-response-to-a-love-letter\/","url_meta":{"origin":462,"position":0},"title":"Is a “like” enough response to a love letter ?","author":"Henriette Weber","date":"February 2, 2012","format":false,"excerpt":"Take your branding seriously Sometimes when I roam facebook as research for my strategic client work, I think there's two things I see out there that makes me sad. It's really obvious who has decided to put a lot of money in facebook and who hasn't. It's also really obvious\u2026","rel":"","context":"In "Activist Branding"","block_context":{"text":"Activist Branding","link":"https:\/\/henrietteweber.com\/index.php\/category\/branding\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/henrietteweber.com\/wp-content\/uploads\/2025\/06\/image.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/henrietteweber.com\/wp-content\/uploads\/2025\/06\/image.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/henrietteweber.com\/wp-content\/uploads\/2025\/06\/image.png?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/henrietteweber.com\/wp-content\/uploads\/2025\/06\/image.png?resize=700%2C400&ssl=1 2x"},"classes":[]},{"id":542,"url":"https:\/\/henrietteweber.com\/index.php\/2011\/09\/27\/the-influencers-your-path-to-branding-success\/","url_meta":{"origin":462,"position":1},"title":"“the influencers” – your path to branding success","author":"Henriette Weber","date":"September 27, 2011","format":false,"excerpt":"So in these times with the \"new Facebook\" I think it's important to touch upon the influencers in this glammed-up world known as the social web. In this social web where identities are polished to be liked and adored and well.. social. Where influencers and identities are fragments of the\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"rock on","src":"https:\/\/i0.wp.com\/henrietteweber.com\/wp-content\/uploads\/2020\/12\/rock_on_henriette_transparent.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":170,"url":"https:\/\/henrietteweber.com\/index.php\/2013\/10\/21\/that-old-i-should-totally-build-a-brand-around-this-idea-feeling\/","url_meta":{"origin":462,"position":2},"title":"That Old “I Should Totally Build a Brand Around This Idea” Feeling","author":"Henriette Weber","date":"October 21, 2013","format":false,"excerpt":"I think it's sad that people are so in doubt about what kind of personal or corporate brand they can be. The kind of brand that is aligned with them. A brand is something that should be closely aligned with your identity or personality. I totally get where you're coming\u2026","rel":"","context":"In "Activist Branding"","block_context":{"text":"Activist Branding","link":"https:\/\/henrietteweber.com\/index.php\/category\/branding\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":99,"url":"https:\/\/henrietteweber.com\/index.php\/2013\/01\/11\/are-you-consistently-high-fiving-yourself-on-social-media\/","url_meta":{"origin":462,"position":3},"title":"Are You Consistently High-Fiving Yourself On Social Media?","author":"Henriette Weber","date":"January 11, 2013","format":false,"excerpt":"What do you think about your branding on social media platforms? Should you like your own posts on social media as if high-fiving yourself in public? Well, I'm not going to be the one who recommends it. I think you should write a comment instead. I see a \"like\"\u00a0as a\u2026","rel":"","context":"In "Activist Branding"","block_context":{"text":"Activist Branding","link":"https:\/\/henrietteweber.com\/index.php\/category\/branding\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":520,"url":"https:\/\/henrietteweber.com\/index.php\/2011\/12\/08\/never-mind-personal-branding-start-creating-your-legacy\/","url_meta":{"origin":462,"position":4},"title":"Never mind personal branding, start creating your legacy","author":"Henriette Weber","date":"December 8, 2011","format":false,"excerpt":"Ah! Personal Branding! One of the things I've been working on lately is my whole attitude towards other people and especially people who take themselves too seriously. Because a lot of people do. As I said in a previous blogpost- I don't want to be taken seriously too much -\u2026","rel":"","context":"In "Activist Branding"","block_context":{"text":"Activist Branding","link":"https:\/\/henrietteweber.com\/index.php\/category\/branding\/"},"img":{"alt_text":"rock on","src":"https:\/\/i0.wp.com\/henrietteweber.com\/wp-content\/uploads\/2020\/12\/rock_on_henriette_transparent.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":554,"url":"https:\/\/henrietteweber.com\/index.php\/2011\/05\/16\/am-i-ready-for-some-data-love\/","url_meta":{"origin":462,"position":5},"title":"Am I ready for some Data Love ?","author":"Henriette Weber","date":"May 16, 2011","format":false,"excerpt":"So this minute I am sitting on the early train from Copenhagen to Berlin for some Data Love. Im heading down there for some days to do some intensive product writing, and participate in Next 11. - a conference I have been to before (next09\/2009 where I did a speech\u2026","rel":"","context":"In "Sustainable Business"","block_context":{"text":"Sustainable Business","link":"https:\/\/henrietteweber.com\/index.php\/category\/business\/"},"img":{"alt_text":"rock on","src":"https:\/\/i0.wp.com\/henrietteweber.com\/wp-content\/uploads\/2020\/12\/rock_on_henriette_transparent.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/henrietteweber.com\/index.php\/wp-json\/wp\/v2\/posts\/462","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/henrietteweber.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/henrietteweber.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/henrietteweber.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/henrietteweber.com\/index.php\/wp-json\/wp\/v2\/comments?post=462"}],"version-history":[{"count":1,"href":"https:\/\/henrietteweber.com\/index.php\/wp-json\/wp\/v2\/posts\/462\/revisions"}],"predecessor-version":[{"id":463,"href":"https:\/\/henrietteweber.com\/index.php\/wp-json\/wp\/v2\/posts\/462\/revisions\/463"}],"wp:attachment":[{"href":"https:\/\/henrietteweber.com\/index.php\/wp-json\/wp\/v2\/media?parent=462"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/henrietteweber.com\/index.php\/wp-json\/wp\/v2\/categories?post=462"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/henrietteweber.com\/index.php\/wp-json\/wp\/v2\/tags?post=462"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}