[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2015\/08\/07\/social-engagement-marketing-jamie-anderson\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2015\/08\/07\/social-engagement-marketing-jamie-anderson\/","headline":"Fit for engagement: Emotional rescue, Part 2\u2014What’s missing from social?","name":"Fit for engagement: Emotional rescue, Part 2\u2014What’s missing from social?","description":"Brands with emotional intelligence don\u2019t stay quiet, they use the right words for the situation and express their KPIs through action","datePublished":"2015-08-07","dateModified":"2021-08-23","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/jamie-anderson\/#Person","name":"Jamie Anderson","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/jamie-anderson\/","identifier":119,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/249ae804963762332acd20e644bfe865782bee3d64ee223d5dd6a28e548b47b5?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/249ae804963762332acd20e644bfe865782bee3d64ee223d5dd6a28e548b47b5?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2015\/08\/FOC_2015-08-06-B_HERO.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2015\/08\/FOC_2015-08-06-B_HERO.jpg","height":370,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2015\/08\/07\/social-engagement-marketing-jamie-anderson\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/customer-experience-general\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/social-media\/","name":"Social Media","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Social_media","http:\/\/www.wikidata.org\/entity\/Q202833"]}],"wordCount":478,"keywords":["Commerce","Content Marketing","CRM | Customer Relationship Management","Customer Engagement","Customer Experience | CX","Customer Service","Digital","Digital Marketing","E-commerce","Ecommerce","Ecommerce Trends","Future Commerce Trends","Marketing","Social Media","Touchpoints","Trends"],"articleBody":"Brands with emotional intelligence don\u2019t stay quiet, they use the right words for the situation and express their KPIs through actionWay before the days of dress down Friday and over-CCed emails, David Ogilvy\u2014aka the Pope of Modern Advertising\u2014shared some fascinating insights on the fundamentals of his industry. Not just on how to write and how to sell (favorite line: \u201ccombine the tenacity of a bull dog with the manners of a spaniel. If you have any charm, ooze it\u201d) but also on how brands work.You have to decide what image you want for your brand, he said. \u201cImage means personality. Products, like people, have personalities, and they can make or break them in the market place.\u201d This is what I meant in part one\u00a0by the importance of brand authenticity. Now though, customers expect some sort of engagement with a brand. They want to see depth of character \u2013 personality rather than image \u2013 as well as great product.The market place has room for all sorts of personalities, from the sober to the outrageous. There\u2019s no absolute \u2018right\u2019 way to be \u2013 it takes all sorts, after all \u2013 but get it wrong and you\u2019ll stick out like a sore thumb. The big difference is that while it\u2019s understandable you might want to reserve a certain dignity, you can\u2019t afford to be mute.There are reasons why some businesses sound more authentic than others. Old behemoths, with a legacy of command-and-control culture, have had to adapt to a social world. They\u2019ve understood the power of social and use it to extend conversation, but some find it hard to do this naturally or credibly. So how do you express the spirit of your KPIs and show emotional intelligence?The answer is to keep it real. Stay true to your self rather than changing or adapting. Ask yourself: \u201cWhat would I do if this was a face-to-face situation?\u201d As a young songwriter in Glasgow and London, comparing my slum landlords to Shakespeare\u2019s Shylock was a useful coping mechanism that allowed me to express the things my mother told me never to write down \u2013 and make a positive out of a negative.One company that gets this right is UK gym chain Virgin Active. As well as offering training tips, its twitter feed is an entirely transparent exercise in service. Instead of emotional exhibition, it simply fixes issues for disgruntled customers \u2013 without flinching from their criticism. In social, the point is that you\u2019re all equal. But when social goes wrong, it\u2019s usually either because companies either talk down to clients rather than being inclusive \u2013 or simply over-stretch and sound like try-hards.  Every digital moment matters.Are you making the most of them?1,000 business leaders dish on how to stand out from the crowd with a great CX. Get the details\u00a0HERE.\u00a0"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2015","item":"https:\/\/www.the-future-of-commerce.com\/2015\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"08","item":"https:\/\/www.the-future-of-commerce.com\/2015\/\/08\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"07","item":"https:\/\/www.the-future-of-commerce.com\/2015\/\/08\/\/07\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Fit for engagement: Emotional rescue, Part 2\u2014What’s missing from social?","item":"https:\/\/www.the-future-of-commerce.com\/2015\/08\/07\/social-engagement-marketing-jamie-anderson\/#breadcrumbitem"}]}]