The Blog on Branding

Avoiding Narcissism in Social Networking

Mirror, mirror on the wall, who is the greatest social networker of all?

The threat of carpal tunnel induced by excessive status updates and wall posts, inane blog posts and comments, and the over-use of other social networking tools is now overshadowed by the more pervasive psychological risk of social networking: narcissism.

But what differentiates narcissism from the proper utilization of social networking?

“Mirror, mirror on the wall, who is the greatest social networker of all?”

Narcissism vs. Networking

There are distinct differences between the narcissistic, attention-seeking, self-promotion aspect of social networking and the strategic use of social networking to build your brand. It is imperative to understand the difference between narcissism and networking in order to effectively connect with people rather than be seen as pushing your personality and having an over-inflated sense of self.

“I love me some me”

Much like T.O., social networking narcissists appear overly-confident. Twitter, Facebook, MySpace, various blogs, and other social networking outlets often encourage self-centeredness rather than emphasizing actual networking.

The tell-tale signs of narcissism in social networking include:

• Frequent status updates about mundane daily activities
• Posts that are less than witty or entertaining
• Individuals posting about themselves
• Profile pictures that are reminiscent of glamor-shots
• Hundreds of ‘friends’ that are not real-life friends

“Social networking sites are effective vehicles of self-promotion,” said Lauren Buffardi, a University of Georgia graduate student and lead author of a study on Facebook users. “Online, they can assemble armies of casual friends, choose the photos in which they look most attractive and, through quotes and comments about themselves, create a compelling personal narrative.”

The need for individuals to broadcast what they’re doing, what they’re thinking, what they have found or seen to an online audience that includes friends, colleagues, acquaintances, and even total strangers, is clearly indicative of narcissism.

But there is social networking that doesn’t require engaging in shameless self-promotion tactics.

“I heart ME.”

Social Networking as a Marketing Tool

Using social networking as a marketing tool for your company or product can prove highly effective. Social networking sites allow you position your company in a way that allows you to reach your target market, build your brand, and advertise in an interactive capacity. After all, people prefer interacting with social networking friends rather than a faceless corporation or marketers.

Today 110 million Americans, or 60% of the online population, use social networks, according to a study by Anderson Analytics in a July 2009 Business Week article. According to Anderson Analytics, the average social networker visits social networking sites five days a week, checks those sites about four times a day for a total of an hour each day, and 52% of social networkers had ‘friended’ or become a fan of at least one brand.

In addition to the aforementioned social networking statistics, in June 2009, Dell announced it had earned $3 million through using Twitter. This proves that the benefits of social networking extend beyond brand visability.

What does this mean for marketing?

Social media is strategically relevant in marketing. It creates buzz and connections between brands and customers. Through using specific social networking sites to target certain markets, your business can more effectively and efficiently advertise. Ad supported social network sites can further your company’s reach. Also, company culture can be expressed through social networking.

Through social networking you will be able to:

• Brand your business
• Improve customer loyalty
• Expand marketing sphere

This begets the question: how do you social network without sounding like a self-loving narcissist?

“Use social networking to connect with customers in a meaningful way.”

It’s not about me, it’s about you

Rather than focusing on yourself when social networking, focus on those you are connecting with, in order establish a meaningful relationship with potential customers. This will propel your brand.

Remember, this is no time to be selfish. Social networking when marketing your business is all about catering to the needs of your target market.

Don’t worry though, the needs of your business will be met too. Effective social networking will allow the wants and needs of your target audience to be aligned with those of your business.

Avoid slipping into narcissistic tendencies when social networking by:

• Engaging followers in dialogue
• Addressing customer needs, rather than plugging your own personality
• xpressing what you have to offer your customers
• Connecting people with like interests (ex. an affinity for your brand)

Through adhering to these tips, you’ll be able to build relationships and your brand without seeming like a self-loving internet personality.

“Sometimes, social networking is like a tight-rope act…”

Walk the Line

Attempting to brand your business or company through social networking can be a sort of tight-rope act. But with the proper social networking skills and attitude, your business can maintain the balance between asserting brand personality and building strong customer relationships.

So keep in mind the following:

• Put customers first
• Create an open dialogue with followers, friends, members, etc.
• Build connections
• Forget the self-aggrandizing ‘about me’ section
• itch the sexy profile picture

Now that you’re armed with the know-how to prevent social networking narcissism, you can safely avoid T.O. moments…at least online.

Julia Cowher Julia isn’t a social networking narcissist but she is the fairest brander of them all. Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.