There are plenty of reasons to include social media in your marketing and content marketing strategies. We’ve published blogs about the topic (it’s true, social media IS more than cat videos), and this Hootsuite article shares 23 short synopses as to why a social media strategy is more than smart business.
However, having a reason why doesn’t necessarily mean you get the job done—or at least done in the most effective way.
No one likes to lose followers, but for companies relying on social media to support their bottom line, the “unfollow” can result in harsher consequences than feeling butt-hurt. Your social presence is a key (if not crucial) part of your sales funnel.
It’s true, social media IS more than cat videos
Now, I’m not a social media strategist by any means—I’ll leave that to the social experts on our White Space team—but what I do know is content. Why is that important for this discussion? Because one of the biggest reasons people decide to unfollow brands is perceiving the content as boring or repetitive.
The repetitive notion is a problem we didn’t have back in the days when we got our news from the paperboy. But, 24/7 access to anything has turned us into editorial Pac-Mans, gobbling up pieces of content and yet still wanting more. It’s not surprising that seeing the same old same in your Facebook or Twitter feeds won’t last long before you look to other sources for fresh content.
24/7 access to anything has turned us into editorial Pac-Mans
Remember, content marketing—especially in the top and middle funnel stages—is about educating and entertaining. If you’re not telling your followers anything new, why would they stick around? Would you, given the same situation? Aim to regularly introduce new content, no matter the type of asset. If you’re not getting a lot of traction from blogs, mix it up with slideshares or infographics. Not sure how to attack those? Comment below and I’ll help you out.
Dealing with the issue of “boring” content can be even more of a challenge. You might have the most creative tweet, but if you don’t have the content to back it up, the unfollows will follow. I’m lucky to have been given some freedom by current and past clients to let my “cheeky” shine through, which makes that hurdle a bit easier to jump. Even dry content can jump off the page if it has personality.
If that luxury isn’t afforded to your content team, you can still capture and hold audience attention by making sure your content is really good—and continually reveals something new and interesting.
Never Underestimate The Power Of Engagement
If you’re not telling your followers anything new, why would they stick around
Here’s where I will dip my toe into the strategy side of social media (and hopefully not into shark-infested waters). You can’t underestimate the power of engagement. Social media connects us all, whether personally or professionally. But, it’s become so easy to share or retweet with no second thought about it—and as a result, true engagement has fallen.
If you can get your followers to be truly excited about the content you’re sharing—and on a regular basis—you not only have an edge over your competitors in the market, but you also have something really special that can elevate the impact of your brand.