Chris Brogan writes that “custom is everything.” He gives 2 examples from big companies: Disney and Hanes.
Social media allows us to customize our communication. I can talk directly to Jon Swanson, and not to preachers. I can have conversations with Glenda Watson Hyatt and not just people interested in accessibility. That means, if interested, I can talk specifically about things that matter to them, and not to crowds.
His examples are obscure — but that’s the point. Your organization has spent many years trying to figure out how to communicate with the most people. Doing that meant watering down your message so it would make sense to everyone.
Now you don’t have to water down that message. There’s still a place for general communication, but the majority of your effort should be focused on building deeper relationships with your core audience, not building more relationships with a general audience. Social networks let you customize your communication — down to the person if necessary. Doing that will make your organization stronger in the long run.
