Tag Archives: competitors

How To Determine Topics For Your Social Media Content Strategy

Content is not the king of social media marketing, but it certainly is the starting point that drives conversations, action and results. Having and executing an effective social media content strategy is the difference between your brand being in social media and getting results in social media.

Social Media Content StrategyI have discovered that there are typically three to five main topics of interest that social network users are most attracted to. Those topics are typically different for everyone, so knowing what they are for your specific market is tremendously important.

I have also found that there are three basic steps that can help you determine the topics your social audience is most interested in.  Follow these steps and combine it with an appropriate volume of posted, curated, shared and your created content to get the best results.

Three steps to determine topics for your social media content strategy:

1) Know Your Audience – Knowing your audience is the most important step in the content strategy process. You need to clearly define who you are trying to reach, very specifically. Define them demographically (statistical characteristics), geographically (location or locations) and psychograhically (personality, values, attitudes, interests, and lifestyles).

*Don’t forget things like gender, age, income levels, etc.

2) Research – Once you have defined your clear target audience and know a few specifics about who they are, do your research. Here are some things to consider:

  • Current Customers – Ask your current customers this question… When you are on Facebook, Twitter, LinkedIn etc., what content topics interest you the most?
  • Competition – Investigate your competitors pages and social accounts. What topics that they post about get the most comments, likes, shares and conversations. Be sure the followers of those accounts are your target prospects also, or the information you obtain will lead you on a wild goose chase with your own strategy. Many brands social media marketing and content strategies are often focused on their peers, not their prospects. Don’t make the same mistake!
  • Search Engines – Use your favorite search engine to find statistics and information about your target audience. The internet has a ton of information, government and private studies, as well as news reports that will easily point you to topics your audience favors.

3) Test/Measure – After you have narrowed potential topics down to 5-10, start sharing news, blog posts and other content surrounding these topics to your streams. Aggregate content around then topics and post them in your newsfeeds consistently everyday. Measure the engagement, clicks, likes and comment rates around the topics. This will narrow you down to the top three to five that your audience most responds to.

Once you have determined your target markets three to five driving topics, you will want to slowly and steadily increase the volume of posts you are doing across the social networks you are focusing on. If you have properly identified the right topics of content to share, this will rapidly increase the amount of conversations, clicks and relationships you have in your community and more importantly get you on a path to improved results.

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Filed under Community, Followers, Marketing, Monitoring, Relationship, Social content management, Social Media, Social Media Content, Social Media Marketing, Strategy

Do You Want To Be Famous or Effective In Social Media?

In a single week recently, I had two conversations within two separate Facebook posts on this topic. Both conversations really boiled down to two things.

1) Using time most effectively

2) Doing activities that get real results

Let me outline the two conversations and include another situation that is becoming much more common…

Conversation 1: It all started with this chat message from a young lady I have been coaching for her social media agency. “I want to be somebody and I feel like I have to do everything I can.” The conversation was about her wanting to blog, do weekly videos on YouTube, etc., in order to become a “name” in the industry.

My Response was as follows: Do you want a name or to make money? If you want to make money, don’t waste time doing things that don’t accomplish that.

The young lady responded with: Both. I need to make money, I’m in a horrible situation but making a name is still very important to me and I don’t do free time. I work that’s it (literally) so if I have time I feel these things could at least help get my name known, plus I feel that the visual/audio is preferred to written blog posts all the time.

My advice to her wrapped up with: You can’t accomplish both when you’re starting out, if anyone tells you differently they’re lying. You either want a name with no proof you have actually done it and no results and revenue to show for it (and there are thousands of these people online) or you build a business and get recognition from doing it well.

Conversation 2: This conversation was apart of a long thread on a Facebook post. The conversation centered on being everywhere in the social graph and showing that you have “influence”. I really go involved when the comment “But, if someone really is an expert, they BETTER have a pretty impressive social media presence” was made.

I responded with: The point is that if you actually have clients and are making money because you are effective, you don’t have the time or NEED to manage your social media so much! – I know for a FACT a number of folks who waste a ton of time appearing influential in social media, yet have nothing financially to show for it. THIS is how people in this business get known as experts. Unfortunately, they have become experts at wasting their time and upping their egos…

Another person involved in the thread added by something to the effect that “If you actually have clients, you don’t have the time to personally be everywhere all the time, or manage a really big Klout score.” To which I wholeheartedly agreed!

Another situation: I was mentioned again on twitter in something like “I nurtured 1155 relationships on Twitter in 2012 with the Commun.it app. Thanks my top members: @xxxxxx @xxxxxx and @xxxx .” This sort of thing is happening to me quite a bit due to the increased use of the application by some, but here are some things you need to consider:

1) Are the relationships you are “nurturing” with prospects? On this particular post (and most) I have noticed that the top “influencers” that you are mentioning with the app are competitors, not prospects. How does that make any sense?

2) If you are spending time building relationships and a name in the social media space but are not getting new clients that pay for this huge amount time, who are you kidding?

My intent here is to get you to focus, to spend your time and efforts wisely, and to use this incredibly powerful medium of social media marketing in a way that furthers your goals, revenue and results. Spend some time early this year to make some modifications to your social media management strategy that will result in achieving real goals and not improving your ego.

I will end my post with a quote one of my good friends posted the day after I wrote this article.

“I aspire to be well off while they aspire to be well-known… #We’reDifferent” by @sociallyahead

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Filed under Agency, Facebook, Relationship, Social Media, Strategy