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.
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!