Lots of marketing people with brands, businesses, organizations and startups wonder how to approach social media. Approach it like you’re asking out a girl or a guy with the short term objective of getting a date and the long term goal of getting married, having kids and living out the rest of your days in misery.
If you’re too coy or vague, you may strike up a conversation but you won’t achieve your objective – a date.
If you’re too pushy or aggressive you may or may not achieve your objective, depending on who you are, how impressive you are, how charming you are and let’s face it – how attractive you are.
Attractive can come in the form of good looks, a sparkling personality or a 200k Ferrari parked next to you.
THE SUPER COY APPROACH
Imagine walking up to a complete stranger – someone you recently met – or even a co-worker – and saying something like “wow, I heard there are movies playing at theaters tonight.” Her response is not likely to be “let’s go to one… together… on a date.”
THE COY APPROACH
OK, now try “I heard there’s a great new romantic comedy playing tonight!” She says “what’s it called?” You tell her.” She tells you she likes movies. You talk about all the movies you like. You chat for an hour going from movies to what snacks are the bestest to “ever wonder why the Ocean doesn’t evaporate – isn’t that weird?” Her phone rings and she has to get going.
Specific enough – but no call to action!
THE BLUNT FORCE APPROACH
Back in the caveman days, apparently, you simply clubbed a girl over the head and dragged her home to wake up and meet your parents. That’s what we call “blunt force social media.” This would be like walking up to a stranger and saying Must Love Silverware is playing at the Cineplex tonight and you’re going with me. I’ll pick you up at 7 and we’ll have a good night kiss after it.”
Too abrupt, unless you’re super-sexy with a dazzling personality and standing next to the Ferrari, but even then it may play as creepy, and it depends on the color, model and year of the Ferrari. Details matter.
THE PERFECT APPROACH
YOU: I heard there’s a great new romantic comedy playing tonight!
HER: What’s it called?
YOU: Must Love Silverware, plus maybe a quick description with a verbal link to the specific theater nearby.
HER: My favorite movie ever is… What’s your’s?
YOU: Blah blah blah
HER: What’s your favorite snack?
YOU: Popcorn… want to go see that movie tonight with me?
You played it cool, engaged the prospect, and brought the conversation back around to the objective – getting her out on a date with you. Well done!
One last tip – now that you’ve got her on your metaphorical website, think twice about going in for the good night kiss until you’ve analyzed the data from the evening. Otherwise she may bounce and you won’t reach your goal.