As marketers and consumers know very well, sex sells — there’s no question about that. But in the social realm, the wild world of Social Media Marketing (SMM), sex has a tendency to oversell and come with a heaping helping of excess baggage. Maybe a little junk in the trunk too.
Social marketing on websites like Twitter and Facebook relies on building personal, transparent relationships with like-minded individuals and businesses. Common interests are what draw users together. When this concept is broken, effectiveness goes down the toilet.
Businesses must understand that having a gorgeous woman (or man) for a profile photo can dilute the effectiveness of costly Social Media Marketing campaigns. Friends and followers are no longer one’s actual target market(s), they’re simply interested in the sights. And, someone with no shared interests, aside from the visual aids provided, usually will not produce a conversion (sale). After all, they’re not really interested in who you actually are, what you do, and what you’re bringing to the table.
Keep this in mind the next time you’re selecting a profile photo.
PS: You’re lucky I didn’t begin the article with a photo of me in a purple suit with oversized lapels and faux chest hair. I don’t really have such a fit, but dreams can come true.
Aaron Schoenberger is Founder of The Brainchild Group — a digital advertising agency that specializes in revolutionary Search Engine Optimization (SEO) and Social Media Marketing strategies. He’s known for his work with celebrity clients, top restaurants, professional athletes and Fortune 500 companies.