In a digital world filled with follows, pokes and friend requests, have we lost sight of the value in a face-to-face handshake?               

Since joining CMD I’ve had the opportunity to listen to, engage with and get to know people from around the globe. But even after the many @replies or wall posts that I exchange with someone, I’m still left with the inherent desire to know the person behind the other computer – and I’m not the only one.

Recently, I was at a convention with a client, and countless attendees approached our booth wanting to meet me – the person behind the social media accounts. Enter smile and a handshake. Those face-to-face interactions with our audience lifted the veil of digital anonymity (though it’s much less in social media than in other spaces) and transitioned their once online-centric connections with the brand to real relationships with a real person. As a result, the users I met in person are now creating and sharing amazing content on behalf of the brand, inviting friends to join in the conversation, and much more.

We recommend that our clients not forget the personal aspect of social media, and remind them that social interaction doesn’t always have to be through digital means. So how can your brand begin to bridge the gap between the online and offline worlds? Here are a few tips:

• Start small by personalizing your social media properties with a picture or name of the person who is operating the account. While this is still a far cry from a face-to-face interaction, it puts a person behind your communications rather than a faceless logo or image.
• Host a TweetUp at an event where your audience will already be present. This makes it easy for them  to make it to the meet-up, and alleviates your concerns about securing a venue and creating an entire experience for your attendees.
• Invite your audience to tour a new facility, try a new product or sit down to chat with your CEO. Providing your social media connections with unique experiences not only deepens your relationships, but is a key first step in creating brand evangelists.

Connect with Ben any time for a handshake and coffee.