Getting Social Starts With Content
It seems as though everyone has jumped
on the digital bandwagon. Facebook and Twitter icons are slapped on everything
with a logo (billboards, commercials, drink cups…etc.) and the majority of
company impressions are directed to social sites in lieu of ‘official’ websites.
With consumers regularly using social media to connect with their favorite
brands, the need for a content manager quickly arises. The common solution?
Delegate the task to someone, purely based on the ability to operate the
platforms. It is undeniable that social media marketers are paid to ‘Pin’
‘Tweet’ and ‘Reblog’ but there is still so much more to the roles. Although
there is an understanding as to the power of digital advertising, I truly
believe that the magnitude of work and the skills needed to be successful are
massively overlooked making the jobs in that sector appear to be much simpler
than they are in all actuality. With that in mind, this next series of posts
are dedicated to fixing that mindset.
Social Media: By Definition
Just
to be clear, within the context of this post series, social media marketing
(SMM) is a form of internet marketing which seeks to achieve branding and
marketing communication goals through the participation in various social media
networks. It is a form of marketing used to track exposure,
reach to untapped markets, and create a positive, relatable brand association.
This isn’t a Crock-pot. “Set it and Forget it” does NOT apply
Most
businesses that invest in social media marketing are positive it will be
effective. In the end, it’s a tool set on the priority-back-burner while
businesses expect a viral hit. Here in the real world, we can compare this to
making a pretty billboard to then allow it to sit in a garage. Think of it this
way: if no one of importance sees you, does it matter that anyone else does?
If you’re
reading this, proud of the fact that you have social sites AND you use them,
congratulations; you’re apart of the top 20% of all social media users!! But if
you’re using your social influence ineffectively, you and nearly 47% of all
brands are being unfollowed, unliked, and most importantly, overlooked. [WOOHOO! AN INFOGRAPHIC!] Lucky
for you there are an array of options!
Content is KING!
Please,
allow me to iterate that fact that although Social Media Strategy has a lot to
do with marketing it to the right person(s) at the right time, but at the end of the day it is all about
content. No matter how hard you get yourself in the feeds of others—if you provide
nothing but nonsense, do not expect results. People want quality posts,
pictures, videos—things that they cannot only make an emotional connection to,
but something WORTH sharing!
Fancy Links
Social Media Marketing Beginner’s Guide by Jon Rognerud
I HIGHLY recommend this to those who are new to the idea of content creation. Jon gives a great overview of how the process works-- from idea inception through execution and analysis. Plus, he's an easy read with a lot of information
How Content Is Really Shared: Close Friends, Not 'Influencers' by Jack Krawczyk
Jack's post on content sharing is one of the most eye opening. His study as to what kind of media is shared and who is sharing the media is one of the most thorough and concrete to date. He enables readers to get a grasp as to what kind of content they should be sharing to ultimately boost the amount of traffic and feedback.
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