The royal WE is a great way of fooling yourself that you are punching above your weight. We all do it. Or should that be, I do it.
Social business is all about personal connection and engagement. One to one communication between real people. It’s not about talking to a brand or a company, it’s not about selling or marketing to another organisation, it’s the specific, named, real individuals inside that organisation who are our contacts.
The same works in reverse. I am often asked in marketing training sessions whether it’s appropriate to represent a business online as the brand or as a distinct set of individuals who represent that brand. In almost all cases the answer must be the latter. Social business is about people not brands. It’s about adding value as an individual in every interaction and not hiding behind the virtual facade of the brand or corporate firewall.
Once you begin to talk and engage using the word “I” rather than “we” you take responsibility for each and every interaction and action, your credibility and relevance rises and suddenly your importance is significantly increased to your customer engagement and to your social business itself.