When I first started doing social media management, I didn’t know a thing about content calendars, analytical reporting or third party management tools.
But I was still pretty good at it.
I’m not a social sage, I’m just a good storyteller. That’s at the core of all content creation. What story are you telling, and to whom? The other stuff is secondary and tends to fall into place. If you can tell your brand’s story in a compelling way, people will not only listen, they’ll share.
OOHology’s clients and even my friends from other agencies often comment on OOHology’s social. They love it, they think it’s funny, they thought that one post was awkward. Do you know what I take from their comments? They remembered it.
Here are a few tips on ensuring your social media content is memorable.
Find your voice
Below are three real tweets from agencies around town, all about a similar topic. Which one do you think is from OOHology?
A) Help us spread the word – we’re looking for summer interns!
B) We’re looking for a new digital marketing strategist. Are you up for it? Check out the info here.
C) We’re looking for an Account/Marketing Coordinator. Escape your corporate overlords!
Well, your choice?
If you know anything about our brand, you chose C. Whether you’re reading our event invites, Twitter feed or 404 page, the voice is consistent. This extends our brand beyond our brick and mortar offices, and delivers that same delightfully disruptive experience no matter the platform.
Tell your story
The greatest benefit of social media is reaching fans and building an emotional connection with them. This transcends the capabilities of traditional marketing, and when done well, people appreciate your efforts. When done wrong, though, your social posts can piss off your fans worse than 100 pounds of junk mail.
Pay attention to what works
Post a variety of content to your company’s profiles. Try educational videos, funny photos, infographics, thought leadership pieces, blogs about your culture, photos of your employees’ kids when they come by the office. Try anything and everything, and go back and see what posts engage people. I can tell you OOHology sees the best engagement from our culture-related posts, so we implement about an 80/20 ratio of cultural content to industry-related content, such as blogs.
Always ensure this content fits your brand, though. For help with that, see these four questions.
The short version of all that? Easy: Focus on your brand’s story, tell it in your unique voice. Show off your employees. Talk about your customers. Give inside looks at your business practices. Once you give all of that a try and pay attention to what works, you will reap the benefits of an attentive audience who wants to engage with your brand.