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10.10.16 Social Media

The Winning Combination of Social Media and an Authentic Voice

This weekend the Kent County Sheriff Department posted a recruitment video to their Facebook page. The video was supposed to be a 20 second clip inviting people to apply for 911 openings. Kate, the woman in the video, became a little camera shy and the recording session had almost an hour worth of footage and bloopers.

Joel, their savvy social media guy, decided to create a video that blended Kate’s professional footage and some of her mistakes. While the department’s overall engagement is usually fairly formal, they took a chance and went the route of Kate’s authentic voice.

Joel absolutely made the right call.

Here’s the video from their Facebook page:

It looks like a fun place with good people right? If you were looking for a job in the Grand Rapids area, this would make your list right?

Within 24 hours of the video going live on Facebook:

  • It had reached almost 11,000 people
  • It was viewed over 4,000 times
  • It had almost 100 shares
  • Kent County had 175 clicks on the link to the job posting

It is now two days later and the video has racked up another 2,000 views.

What I love about this is Kate and Joel’s combined effort to showcase the real people behind the 911 desk. The Kate you see in the video is the real Kate I know and love. I worked with her many years ago on website development, SEO, and social media training. She was a super smart student, she put her heart and soul into everything she touched, and she was just funny. This video reminds me of why I like her as much as I do.

The video works because Kate was authentic and that resonated with the users of Facebook.

Social media can be difficult for many people to master. It can be frustrating because a lot of hard work can results in zero engagement, results, and ROI.

A lot of times when it flops, it does so because it failed to reach the user. It failed to connect with them on a personal level.

Businesses of all types and sizes have embraced social media, yet few actually have the engagement needed to get a return on their investment. But it doesn’t have to be that way.

If you’re struggling with social media and haven’t quite grabbed the followers and engagement you seek, take a moment and watch the video from Kent County. See first hand what an authentic voice sounds like and see how the public responded.

Tags: Facebook, Facebook Pages

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Rebecca Gill's avatar

Rebecca Gill

Rebecca is the founder and president of Web Savvy Marketing, a Michigan digital marketing agency. She has a well-rounded business background within SMB and enterprise organizations, as well as over fifteen years of experience in sales and online marketing. She provides SEO consulting services for clients, SEO coaching on Clarity.fm, teaches SEO at diySEOcourses.com, and has a weekly podcast at SEObits.fm. Learn more at RebeccaGill.com.

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