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Being social is like being organic

Investing in social media needs to be an investment in the identity of the company. “We are social.” It isn’t just a tool to use, it is who we are.

It is kind of like Whole Foods being organic. “Organic” is not something they simply use to try to sell things… it is more. It is who they are. It is who they are even when it means more expensive policies and products. Because it is their identity, it is effective in a way that the local grocery story cannot compete with even though they carry many organic products.

If you are social… willing to engage with people and get to know them… then you become a certain type of organization (or person). Having that identity is what naturally generates marketing, sales, good PR, good customer service, creativity, and association.