From Good Morning America; to Good Morning Vietnam; from Nacio Herb Brown’s lively Good Morning song, made a hit in the 1952 musical Singin’ in the Rain; to that Billie Holiday Good Morning Heartache that still sends chills down my spine; and further on, from the open smile of the baker who greets me every morning with a German guten Morgen when I buy a cup of coffee and a bagel; to a courteous “Morgen” addressed to a neighbor… yes, Good Morning is a constant presence in my life, as I believe it must be into yours.
Good morning is part of the mystery of the day, a fresh start, a beginning, a promise of good things to come. Good morning is hope, and it is also a prayer to God, to keep us, and those who we greet, out of the way of harm. And in the end… good morning has precisely the value you give it. But what is the value of Good Morning on social media?
Imagine the following scenario: a hypothetical marketing manager asks a social media team to cease posting Good Morning messages on a Facebook page. In this scenario, the reasons could be as follow:
We do not want generic filler messages on a daily basis such as “Good morning…” It does not serve any purpose. If anything, it could lead to boredom from audience point of view or worse, malign all our other efforts on the social media front. Posting a greeting on a daily basis does not do anything and hardly anyone responds.
Is that so? The start of each new day is celebrated in many ways around the world. Some people attend religious morning services, some worship a cup of coffee and a good newspaper, some exercise taking in the fresh air – but all greet their friends, colleagues and even perfect strangers in some cultures with a hi, hello, or good morning. There is no country on Earth where people don’t greet each other before beginning a conversation. It’s human nature and respect for your fellow man.
On social media we are still human beings, and should treat our “fans” and friends with utmost respect as well. Not greeting the fans/friends/followers before serving them links, offers and other self-serving marketing crap is disrespectful and plain wrong. Greeting the people reading your social media messages is interpersonal communications 101, no matter what industry you are working in. Imagine a hotel receptionist not greeting you when you enter the room. Instead that person will say: “here’s your room key, give me your money and get out of here.”
A greeting is not a filler. A greeting is not a generic message. Like please, and thank you, a greeting is courtesy, a sign of respect for those who form your community, and in the end, a way of thanking them for making your business successful. When you just broadcast links on a Facebook page, without caring about people and their feelings, you should probably be looking for a different job. Not saying hello to your fans says a lot about who you are as a business. This cold-blooded, corporate approach, where no other messages than those serving marketing purposes fit, is doomed to failure.
Over to you now, what is the value of good morning?