Recently, I had two interactions with two different homeless people, with two very different results. For the sake of demonstration, let’s start with the more recent event first.
This afternoon, I’m standing by the Boylston T stop in Boston Common, waiting for a friend to meet me for lunch. While waiting, I start reading one of those historical-fact boards they put in places like the Boston Common. A homeless man stands next to me, looking at the map on the board. He turns to me and asks me if I know where the such-and-such shelter is. I direct him to the nearest one I know of, but he says he went down that way and couldn’t find it. (This is odd, I figure, since it’s less than a block away and homeless people hang in front of that shelter all day long.) He then asks if I live in the area, if I have a computer (on me, or in general, I wasn’t sure), and if I want to drink or smoke pot with him — all while looking me over nervously. Not that I had any interest in taking him up on his offer, but it felt like, if I did, I would surely lose something. He eventually reasoned that he wasn’t going to get anything from me, and went on his way.
Rewind to around 10:15 this morning. I come walking out of the Apple store, and a woman approaches, asking for enough change to buy a bag of chips. I take a second to see if I actually have any change, and apologize that I don’t. Then something interesting happens: The woman (Michelle was her name) asks if I’d be kind enough to charge the bag of chips on my debit card. Michelle and I start walking towards the drug store, and we start talking. We both come to the agreement that a bag of chips isn’t what Michelle needs –breakfast is. We continue on to a local shop; Michelle orders up an egg, home fries and a soda to go, and I paid for it. About $8, including tip.
Both people were in similar situations, with relatively similar end goals. The guy in the common was actually more conversational than Michelle. Why, then, was Michelle more successful than the guy?
It’s because the guy (whose name I didn’t even ask for) had a hidden motive, whereas Michelle was genuine. She wasn’t trying to make a friend. She was hungry, and wanted a meal. Once she had the meal, she thanked me and moved on.
It works similarly in social media. It’s often said that companies need to “be more human”. But what does that mean, exactly?
It means that you need to communicate with your audience with honesty. Answer questions. Be helpful. Know your marketing message, and how best to deliver it. When a customer complains, listen to their concerns and respond in a timely manner.
What it doesn’t mean is to be false. Don’t pretend to be something you’re not. If you’re an older, established company, don’t jump on to social media channels and make like you’re a brash, young startup. Conversely, if you’re a startup, let your audience know you’re working your tail off to fix any kinks you have.
If you approach your customers like Michelle approached me — honestly, with no hidden agenda — you’ll be amazed at how receptive they are to hearing your message.
