Rediscovering "Social Personality Success"
May 8, 2012
I have become a fan of Daniel Tosh, a comedian who currently hosts the Comedy Central show, Tosh.0
If you haven't seen it yet, here's the way it's explained on his Facebook page.
"Tosh.0 is a weekly, topical series that takes on everything the Internet has to offer through comedian Daniel Tosh's sarcastic and biting point-of-view. Every week, Tosh spins commentary about blogs and vlogs, both popular and obscure, tweets and pokes, popular sites and new technologies."
I believe he is an excellent case study in what the modern day personality should be.
First, he understands his brand as a curator of topical content that everyone is talking about ("the hits"), or creating/showing content to get people to start talking ("buzz") right now.
He is relatable to his audience because of his real and authentic way of not only setting up each clip with his funny and unique personality, but it's clear that he is also in that moment with you (not simply thinking about what is next).
He endears himself even more by doing original bits and stunts that make him venerable as he tries a similar feat from a featured clip and looks ridiculous or fails miserably, as the person in the video did as well. He is never above it, or the audience, and his core fans are always inside of the circle with him (not being fooled), which is a critical element in a world of group cohesion.
And he is unpredictable (which is another word for "variety") with his web redemptions that gives someone a second chance to right a not-so-great Internet moment, and adds a few funny twists.
It all fits together perfectly to evoke emotion and stick as you laugh, cry and get happy.
Tosh also understands how to use the many touch points today to interact and be accessible for his fans, to continue the conversation, and build appointments and anticipation for the next show. He is always on .... as you should be.
Look at some of these posts.
Making an appointment:
(insert graphic - Tosh Appointment)
Building anticipation / a great tease.
(insert graphic - Tosh Tease)
Continue the conversation.
(insert graphic - Continue Conversation)
He also encourages fans to Tweet with him during the show (interaction) and shares many tweets from fans on the air; features a viewer-submitted video each week (collaboration); invites you to come see him on his comedy tour (face time/appearance), and asks for fans to help co-create something like re-writing his Wikipedia page.
The Daniel Tosh approach fits the filter I have created to help social personalities stay disciplined today and succeed in a world with stiff competition for attention.
- Does it connect and fit my brand/personality? Should I be doing it?
- What interesting story can I share that everyone is talking about ("the hits"), or creating/showing content to get people to start talking ("buzz") right now.
- How do I make it original with my thought-provoking analysis (this could be in the form of a conversation, a video, a parody, a post and more)?
- How do I make sure it relates to the community and how do I explain it so it connects with my inner circle?
- Never try and fool them? You don't do that to friends. What do they trust me for? And why do I have credibility to do it?
- How can I do this with the help of the audience? Co-creation and collaboration is key.
It has worked for Tosh because he is disciplined in this approach and isn't thinking about the medium, he's focused on using his unique "voice" to make moments. It's a huge difference in building a strategy around "what is" vs. "what needs to be."
The good news is that it can also work for you, if you're really committed and willing to do the hard work. Then, others will feel for you as I do about Tosh -- afraid not to watch, look or listen in fear of missing something he has to say.
Reprint from Sammy Simpson's article "Social Personality Success" posted to All Access Music Group on February 8, 2011.