Content: The Dos and Don’t Dos

If there’s one aspect that interests me about social media marketing, it’s the content creation. Since I’m perusing a career in/have great intertest in graphic design, I felt that the process of making the posts that people are going to see and the thought process behind what to post was quite interesting. Though most of the ideas behind a post seem like common sense, some of the points where things I never really thought of (mostly because I never thought they would be actual issues). Anyway, I thought it would be interesting going over the seven points in greater detail.

First, you want to be relative with the audience. Once you established who your audience is, you should make sure that your post is targeted to them. Imagine a brand like adidas, a brand where most of its customers are teens and young adults, posting a reference to The Golden Girls. First, nobody would get the reference. Secondly, everyone would look it up and then realize how lame adidas is. The next thing you know, there’s a huge decrease in your followers over a joke Betty White made in 198-something. You must make sure that all your content is something that your audience is going to care about, understand, or appeal to.

The next thing you know, there’s a huge decrease in your followers over a joke Betty White made in 198-something.

The second point on the list is be relevant with the brand. Of course, this should be a no brainer. If your advertising for a company that sells shoes and you decide to post about something that recently happened to a celebrity, people are going to question the purpose of that post.  Of course, it’s not just the content of the post that needs to be relevant, but also the brand voice.  I will say, it is possible to make the post seem unrelated by have it spun in a way that makes relevant. I usually enjoy adverts that use this tactic (if it’s done right).

The third and my personal favorite point on this list is do not overtly sell or advertise. My god. If there’s one thing that I hate more about advertisement that anything, is the ads that feel like that they’re taking their product and trying to cram it down your throat. If a company keeps bombarding their audience with post that only talk about why you buy their product, then they’re going to get annoyed quickly. Afterall, moderation is the spice of life.

Next, there’s be useful and informative. This one is a given. If people are following you brand, it’s because they are interested in the services you provide. They want to know about sales, special offers, or events that are coming up. They don’t care if you hired a great sum of people recently (unless you post that on LinkedIn) or what the lunchroom is serving today. It’s needs to be useful information. (In fact, this one could tie in with be relevant with the brand if you think about it.)

Then there’s be positive and upbeat and keep communication fairly informal. Your audience is going to have a hard time paying to your post if everything is written in corporate speech. Majority of us didn’t take Corporate Speech 1 or 2 in high school. I mean, I took Cooperate 1, but I dropped out halfway through because I was bored out of my mind. As for being positive, it should be a given. You don’t want to read a post that says, “30% all shoes with a rewards card. Also, death is imminent.” That’s just messed up.

Next is do not ignore what the audience has to say. That’s one of the many benefits that social media has to offer. You’re directly connected with your audience. If you didn’t listen to your audience, you would just be missing out on that opportunity and it would portray to your audience that you have no interest of what they have to say. Besides, you could learn a lot from your audience’s feed back. It’s a good tool to use.

Finally, there’s have variety in your content. Looking at the same post everyday would get boring fast. Even if was a different post but it still was spouting out the same information it would get boring. When you plan out what content your company is going to post for the week, it’s best to determine the ratio of the information they want to give or even what formats they want the posts to be. Besides variety is the spice of life. Or was its moderation? Either way, life needs to stay spicy.

I believe that content it a key factor to a good social media marketing campaign. If your audience can’t relate with, can’t be interested in, or be put off by you content, then there’s a 100% chance that your social media is going to be a total blunder. Even if one of these guidelines are forgotten, then you can expect there to be backlash.

Bottom line: Think about the content before you post it.

Information from Social Media Marketing Stephan and Bart Chapter 7