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Sometimes we forget to be social in our social media marketing. We focus too much on marketing and some marketers forget the social aspect all together. But the social part is what draws response and action. So how can we as marketers be more social while still keeping ROI in mind? Inspiration can come from other areas where business has a social purpose.

We don’t forget to be social in physical events. At networking events you don’t just walk up to people and deliver your hard sell message. You have learned some social skills and techniques. We can apply these “real life” people skills to social media.

Here are 5 ways to be more social in your social media marketing:

1. Don’t Brag. No one likes a guest who only talks about his or her accomplishments. Dr. James Pennebaker, a psychologist at the University of Texas, actually performed research about this on Facebook. He found that the higher the person’s perceived power, the less he or she used “I.” People who frequently use “I” focus on themselves. As a brand the same applies. The less you talk about yourself, the higher your perceived importance and value. Talk about your consumers and brag on their accomplishments.

2. Ask questions & Listen. How do you feel when someone asks you a question and is genuine in wanting a response? Dale Carnegie’s book How to Win Friends and Influence People, includes “Be a good listener” as one of the most powerful things you can do to be likeable and influential. After 70 years and over 15 million copies this advice is still true. As a brand listen to your consumers and ask questions to gain insight into their opinions and desires. Imagine how important and valued they will feel if you actually act on some of their thoughts.

3. Know current topics. Current events are always an ice breaker at social events. From the weather to the latest news headlines, these topics help build bridges of common knowledge. Yet many companies seem so out of touch. What if a company had something relevant to say about something that happened today? Digital Sherpa says that by tapping into a trending topic a marketer increases their social reach by simply joining the conversation. Trending topics will give you content ideas, but also an opportunity to reach your audience without having to pay for it on crowded platforms such as Facebook.

4. Offer a reward. What would you do for something, anything free? We love free. A secret to attract attention at conventions is to offer a free tchotchke of real or perceived value. Researchers at Duke University found that people perceive the benefits associated with free products as higher. People appear to act as if zero pricing of a good not only decreases its cost, but also adds to its benefits. As a marketer this could mean offering free products or samples as part of social media use/brand community or offer free apps and games.

5. Tell a joke. We don’t all have to be stand up comedians to tell a simple joke or offer a funny observation on life, an industry or situation. Sometimes people just want a laugh. Why is humor so powerful? Psychology Today tells us that humor is ubiquitous. Every person and culture relates to laughter. Many times humor pulls people together. Humor smoothes awkward social and cultural interactions. In addition, humor is good for us. It is good for your health by helping reduce stress and anxiety. Funny people also receive positive attention and admiration. Has your social activity been a little too serious?

When planning your next social media post or campaign, take a step back and think about the “real” people skills you already know and how you can use them in this virtual social world. What other people skills could be valuable in social media?

Remember when you had to buy a cookbook to find a recipe, not Pinterest search? Or when Mom showed you how to cook, not a YouTube video?

Where do you turn for recipes and dinner ideas? Brands such as Campbell's are leveraging social channels like Pinterest. — Where do you turn for recipes and dinner ideas? Brands such as Campbell’s are leveraging social channels like Pinterest.

The Hartman Group recently presented findings from ethnographic research of everyday life and food. A lot has changed. Dinner ideas now come from: 20% Pinterest, 18% Medical Professional, 25% Website and 89% own network of close friends.

Consumers now look to bloggers and social media networks for opinions to make food decisions. Point of purchase decisions can be influenced by Facebook, Twitter and Instagram news feeds on your phone. The study also reveals that most buying decisions about what to have for dinner happen two hours before mealtime. As a marketer you need to figure out ways to be in that social media news feed at the right time.

Other social media food insights include:

At least 2 out of 3 daily meals are now eaten alone; while online.
Most households who do eat together often eat different meals according to taste preferences.
First time online food shoppers first try buying groceries online because they took advantage of a Groupon offer.
Most use a phone while in the store to call or text home and ask the question: “what do you want to eat tonight?”

Food and beverages are also a foundation of community online. Other Hartman Group research talks of consumers using their imaginations through social media to learn about “a friend’s crepe technique or a blogger’s chai experience in Mumbai without leaving home.” Wherever they go virtually, the result is often a real trip to the grocery store. People consume much more social media content than they create. This is a real opportunity. So much of my work on food and beverage brands was to create content to remind consumers of the brand.

ADWEEK characterizes these trends as consumers, “… going back to their hunter-gatherer roots, but the bowls and stone knives are now blog posts and tweets.” Today, 52% of Facebook users have “liked” a food/beverage brand while 43% use social media to plan meals. The local-food movement is also feeding off increased social media use.

Local farmers like Massy Creek Farms are now profitable businesses selling sustainable food through social media marketing. A Facebook landing page and a fan base of 665 customers keeps them going with some social fans representing $500-a-week wholesale orders.

Social Food Communities are also springing up. Digital companies like Farmigo and Nextdoororganics enable collaborative consumption. Just because these efforts are local doesn’t mean they are small. Willard Bishop research estimates that fresh-food e-commerce will grow faster than all other grocery categories through 2017 outpacing discount clubs like Sam’s Club.

Restaurants use FarmersWeb to find premium producers while using social media for marketing to attract new customers. Christophe Hille, founder of a New York City restaurant says, “I am actually shocked by the responsiveness of Instagram users. “Every weekend, my pastry chef sends me a photo for brunch that I post on Instagram, and people on the app comment, ‘I will be there in 30 minutes’—and then they actually show up.”

If you are a food or beverage brand, are you leveraging social media? Have your marketing efforts caught up with consumer’s social media eating habits?