If you're a business on social media, you need to be ready to speak the language.
Sure, your business is about making money by offering goods or services...but that's not what social media is about. People don't create an Instagram account because they want to shop for a new kind of toothpaste or hop on Facebook to scroll through sponsored ads.
The more work I do, the more I believe that the online presence of businesses, nonprofits, and cities needs to be about what they do plus something else.
About selling the things AND being funny.
About offering the service AND loving people.
A business jumps onto Instagram and becomes the guy at the party who can't talk about anything except work, assuming everyone showed up to the ugly sweater party because they wanted to listen to financial advice.
This "what you do plus something else" sometimes puts businesses in an uncomfortable situation because it forces them to reach beyond the low-hanging fruit.
Some businesses can't see the connection between caring for the community and selling more cars or between being interested in people and selling more burritos.
But some businesses can, and those are the ones who win.