I had a great meeting this week with a bright project manager who thinks that corporate social media works best if the company adopts a character, a sort of avatar, unique to the company. So rather than setting up a Twitter account in the name of a company, it’s even better to use a robot, a games character, or some other type of identifiable personality. The theory is that this makes the company more approachable and more interesting.
Here are some ideas for social media avatars:
- A robot to represent a technology brand
- A cartoon musician to represent a music company
- A young girl to represent a fashion label
Here are the pros and cons of this approach as I see it.
Benefits of Using a Social Media Avatar
1. It’s good way to manifest your brand values. Really it’s no different to finding a good and memorable actor to represent your brand in ongoing TV advertising, for example Nanette Newman for Fairy, Jamie Oliver for Sainsbury.
2. It removes complexity around using real people. Real people come and go and may say that wrong thing. A social media avatar is completely controllable by the marketing or PR operation.
3. It can be more entertaining. You can take more risks with a social media avatar but keep it fully in the scope of the brand.
Negatives of Using a Social Media Avatar
1. It can feel a bit trite. Especially in Business to Business (B2B) marketing and PR, clients often expect a more mature approach explanation of messages.
2. It has to work with your company branding. If you represent a fun, perhaps technology driven brand, this could work really well.
3. It may work better with the younger demographic. Younger clients might find it more entertaining and interesting. Older clients might find it a distaction.
4. The copywriting needs to be good. If you start something like this, you cannot adopt a classic corporate copywriting style. The style needs to sound like the avatar speaking to its audience.
So in conclusion, the success of social media avatars depends very much on the brand and audience. I hope you’ve found this thought-provoking. I’m off to find my robot costume and get my picture taken. Anyone joining me?