Websites, especially for Search Engine Optimization should defiantly be doing this. A successful Social Media campaign has this as a crucial characteristic. This one defining element or practice is an absolute must for anyone who wants clients and customers whorepeat business and develop long-term relationships. In fact you probably find this to be as true for personal relationships as you would for any aspect of a business before and during the digital age.
Websites that develop a structure that take user experience and align it with their purpose find higher conversions. Don’t build a site for a plumber that looks like iTunes. Let that sites experience be what mirrors the genuine experience that is that service or product.
SEO success is defined by the genuine nature of the sites target and content. Search Engines are in the business of helping people find what they are looking for, build the content and keyword targeting around your clients, services and or product.
Social Media is all about the culture that your organization has, what’s your social media personality? Social Media isn’t about hard sales, its about relationships, find ways to develop social media strategies that support who or what you really are beyond what you sell or do.
Jump on Match.com, eHarmony, or have a friend set you up on a blind date, it’s just like business. You’ll get someone new in front of you, but if you want to get beyond the first introduction you better be who you are, pretending to be what your not will scare away your valuable long term relationships and leave you with a short sighted one night stand. Remember, 20% of your customers may provide you with 80% of your business, but if you find a way to build long-term relationships that develop from your genuine culture and services you’ll find value in every interaction.
If you want “world of mouth” opportunities, find a brand perception that matches you or your organization. Don’t try to control it, facilitate it by being genuine.