Great Social Media Advice from the Food Network

This commercial on Food Network is pitching the newest season of The Next Food Network Star. As our pal Bobby Flay walks toward the elevator, various people (I’m assuming they’re contestants) hold up different signs describing qualities they possess that will make them the next superstar TV chef.

All of the traits that go into success at the Food Network are also great guidelines for anyone involved in social media. Have a look at the video and then we’ll break it down.

> I Will Have a Clear Culinary Point of View: This is vital in social media because things get so noisy. When there are millions of choices online, getting me to listen to you and subscribe to your blog involves standing out and having a clear voice.

> I Will Express Myself and Be Authentic: If your stuff sounds like PR/corporate-speak, that may be worse than not having a point of view. Consumers are too smart. They have developed an incredible ear for B.S. and expect people to sound real in social media. Compare the President of Domino’s Pizza and a multiple franchise owner from Chicago as they both issue apologizes for service problems. Guess which one I like more?

> I Will Make My Food Personal: This is a delicate thing to get right. One of the main complaints skeptics have about social media is that Twitter, Facebook, and other sites are just a collection of people broadcasting random details about what they had for breakfast. And that is boring. Think about ways your personal stuff can also add value to my life (because in the end, it’s all about me). Try this as an example:

• My cat barfed = BAD
• My cat barfed & I’ve found Kitty-Barf-Away is a great product for cleaning up messes = BETTER

> I Will Handle Pressure: Getting involved in social media may expose you to criticism. Don’t forget that getting a few rocks thrown at you goes with the territory.  The upside of social media is worth the occasional brouhaha.

> I Will Be the Next Food Network Star; “We’ll Be the Judge of That”: Bobby’s right. It’s all about the audience. You’ll quickly learn if what you’re sending out connects with people.