Tag Archives: RT

That’s Not YOUR Content Strategy, It’s Someone Else’s

Before I dig fairly deep into this subject, I want to be very clear about a couple of things:

1) There are no steadfast rules about social media marketing, with the exception of: DO NOT spam.

2) My intent is to guide my readers toward improved effectiveness and real net results based on my results, not a theory that generates blog traffic to sell my book about something I have never really done.

3) I largely write for a specific audience that consists of the social media marketer, the small to medium brand or the social media agency, not particularly for the enthusiast. Please recognize that this post is directly focusing on those using social media for marketing.

Not YOUR Content StrategyLiterally hundreds of times per day, I view the feeds, walls and pages of people I am connected with. I am looking to RT (Retweet), share and otherwise promote them. The unfortunate truth is that a large percentage of the time even with several scrolls of the page, I am unable to find anything they have posted themselves. I don’t mean blog posts they have written, but content that THEY find and post. No blog post of their own, no news, articles or relevant information that is valuable and deserving of a share. Just an incredible amount of RT’s of other people’s social media content posts.

Let me say something very clearly here; If you largely RT and Share other people’s social media posts and/or Triberr content from others to fill your feeds with content, you are deploying THOSE people’s content strategy, not your own.

A few things I suggest:

1) Carefully select the posts you Share/RT from others.

Ensure there is a reason for the share that further’s YOUR content strategy.

2) Make RT’s and Shares around 10-20% max of the posts in your feed. 

If you are going to be effective with the social media content you post, you need to have a strategy and that strategy needs to be yours. Limit the RT’s and Shares in your feed and ramp up the content you find yourself that is inline with the topics that drive your audience.

3) You must have a content strategy.

If you don’t know what a social media strategy is, are struggling with it or need to make changes to your existing strategy, here is a simple Infographic that may help. Coupled with a social content strategy, you need to have an effective way to aggregate social content and manage, schedule and post that content.

Related Example:

I used to be in several “tribes” on Triberr with many big name social media people who had huge audiences. After sometime, I left those 10+ tribes with a 20+ million reach down to only 6 with around a 3.9 million reach. The interesting thing I have found is that our blog traffic has maintained the same traffic levels, our software user acquisition rates have steadily increased, and I spend WAY less time in Triberr, even though we are in smaller tribes with a smaller reach.

The right content is very important and where you spend your time obtaining content for your feeds is also. Many of the people who have large followings are not as influencial as you might think. In fact, my experience tells me that many of those described above that share your posts have followers that don’t even consider stuff they share as important or relevant, hence the same results with a much smaller tribe reach.

Don’t misunderstand, I am not a Triberr hater. I think it is excellent when used in conjunction with a clearly defined strategy.

The moral of the story here is that you must have your OWN content strategy that includes posting content YOU find, content YOU create, as well as shares and RT’s. These things work together to deliver value to your community and establish credibility and thought leadership in your space. Doing so will result in increased, meaningful conversations, deeper relationships and ultimately a return on investment for your social media marketing efforts.

By Robert Caruso
@fondalo
http://fondalo.com
Founder/CEO – Bundle Post

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Filed under Agency, Infographic, Marketing, Relationship, Retweet, Social Aggregation, Social content management, Social Media, Social Media Content, Social Media Management, Social Media Marketing, Strategy, Uncategorized

The Importance Of Posting Content Over Just RT’ing Content

Content is the starting point of everything within the social graph. Your social media marketing program should be centered around a strategy of content posting, sharing and creation as an integral component. As I have stated previously, “content leads to conversations”. Social media content is the match that lights the conversations that help you become effective, but just any content doesn’t work. In fact you must understand the different types and be effective with them all.

There are three basic types of posts within social media:

1) Your Content – Something you/your company wrote or created

2) Posted Content – Something you found online and post to your feeds

3) Shared Content – Retweeting and/or Sharing other people’s posts

Too often I find smaller brands and individual social media marketers that are incredible at sharing Facebook content posts or Retweeting on Twitter, but what they share is often targeted to their peers, or isn’t relevant and interesting to their intended audience. What’s worse is that upon reviewing their streams, it is difficult to find something they have posted and not just shared from someone else. This is less than effective for a few reasons:

1) What are you known for?

2) What are you doing to provide value?

We have found that having a consistent daily flow of relevant, valuable content for your intended audience is the single best thing you can do to get conversations started. Doing this on a consistent basis helps you be known for something or better yet, a few things. Your audience will get accustomed to the relevant content they can find in your streams at any given time and will not just see it when it passes through their stream, but will actually seek you out to get it.

“It’s hard to get conversations started without relevant content” #quote @fondalo

Like any relationship, on or offline, value must be at the core. Simply sharing or retweeting content to your community is lazy and ineffective. A strategy, proper resources and time must be put into sourcing relevant content for your audience, as well as creating content they will find valuable.

Before anyone thinks I am proposing to not share or retweet, think again. That too is important, but needs to be at measured levels that allow YOUR content posting and creation strategy to have its own voice.

Here are some tips for being effective with your posts:

1) Know your audience – What are they interested in?

2) Consistency is key – Everyday, all day, have relevant content in your feeds.

3) Be known for something – When your community thinks of you, your posts should have created a description of you or your brand in their mind.

Go forth and post relevant, valuable content!

Robert M. Caruso
@fondalo
http://fondalo.com
Founder/CEO – Bundle Post

17 Comments

Filed under Community, Marketing, Relationship, Retweet, Social content management, Social Media, Social Media Content, Social Media Marketing, Strategy, Uncategorized

Worse Than Annoying, Your Endless RT’s of Twitter Names Are…

Let me be very clear. You should Retweet on Twitter. You should acknowledge others by retweeting. It is appropriate to retweet a group of people when in a large conversation.

However, simply retweeting a group of twitter usernames over and over and over is pointless. Not only is it annoying to the poor souls that are caught up in such behavior, but worse than that it isn’t engagement and will do nothing to build relationships.

Friday I got into it on Twitter with someone that was doing this with the others in a large group. Usually I just ignore such behavior, however this had gone on for so long, I finally requested that they stop. My mention stream was so cluttered with the worthless activity it was becoming difficult to maintain the real conversations that I had going.

After the subsequent disagreement and unfollow of the “Social Media Innovator” that was perpetuating the endless RT’ing, I decided to do a video to demonstrate the real life equivalent of this activity to make a point. Please excuse my epic fail of forgetting to turn on the video capture during our Google Hangout, but I think not having the video has emphasized the point further.

Prepare to be annoyed. *note (the main point is made in the first 1:20 of the below video)

Wasn’t that really hard to listen to? Worse that first 1 minute of audio would clearly do nothing to build relationship between the group, had no conversation and isn’t effective.

I have said this 1000 times. The only hard fast rule in social media marketing is do not spam. All of the rest of the things I write about and suggest are simply guides to help you be effective. Having said that, sometimes the most annoying and most ineffective practices will get you unfollowed, unfriended or even blocked by many.

To be clear here, I am not referring to the RT of a follow Friday mention. However, when that follows the same pattern of RT every time someone else Retweets it, that falls under the same category as well.

A good rule of thumb on social media marketing activity is to be sure you know why you are doing what you are doing. Don’t just do things you see others doing if you do not understand the reason and benefit. This will keep you out of trouble.

I have found that it is more important in social media to know and understand what NOT to do, then it is to know what TO DO. Don’t do things that annoy others and are not effective. :-)

Robert M. Caruso
@fondalo
Founder/CEO – Bundle Post

33 Comments

Filed under FAIL, Relationship, Retweet, Social Media, Social Media Marketing, Twitter, Uncategorized