This is the first of 3-part blog series on shaping your social media strategy. Step 1: creating social content that is current and fits your overall marketing strategy.
Social media is a powerful force in how brands are perceived, received, shared and discussed and I’d argue that content is at the crux of that. Social Media Marketers have a challenge on their plate: we have to come up with the great content to support our brilliant marketing strategies. If you’re like me, you’ve had that day where you just think, “What the heck do I talk about?” One of the best ways to avoid the fear of a blank page on deadline day is to pre-plan your social media content. Get out a calendar and a pencil (or digital calendar; so long as it’s editable). Start by plotting dates/topics that are important to your company/organization:
- Company events
- New product announcements
- Philanthropic efforts
Next, add events that impact your business like seasons, industry events, events in your community, etc.:
- Holidays (serious and silly alike; we’ll come back to this)
- Industry events/seasons
- Local community events
- Weekly social events (Throwback Thursday, Follow Friday, etc.)
If you want to succeed in social (where content is king), you’ll need to take it a step further than “Happy Fourth of July” with a generic flag photo. Be relevant to the times, while staying true to your industry and your brand.
A recent Fast Company article dove into what kind of content people respond to and share. The article discussed the idea of the “fascinating familiar”:
“It may seem that all we’re doing is just capturing every mundane moment. But look closely. These everyday moments are shot, displayed, and juxtaposed in a way that offers us a new perspective. And then all of a sudden these everyday moments, places, and things look . . . fascinating.”
Think about how you can be relevant: How can you find ways to engage your brand in a conversation as it happens in real-time in social media? How can you be pre-planned (and stay sane) and still be real?
Odwalla got creative for Flag Day, using fresh fruit to make a flag photo for Instagram. The image was true to their brand – fresh fruit, nothing else (just like their juices) – and gave a shout out to the holiday. It was simple and sweet, and better yet for their marketing person, easy to do.
Not-so-serious holidays like “National Picnic Day” or “Hug Your Cat” day can be a chance to add some fun to the familiar. This online boutique took advantage of “Candy Month” by associating their clothing with color-matching candy. This plays up the visual nature of Pinterest, Facebook and other media and is eye-catching red on the white background.
There are also social media created events, like “Follow Friday” and Throwback Thursday. If you see your audience honoring these social events, why not find a way to bring your brand in on the celebration? Southwest Airlines posted a great “Throwback Thursday” post of a stellar 70’s promotional photo and asked for engagement by letting their audience provide the caption.
The fun holidays and memes can be a playground for a content curator, but don’t get lost in the glitz and glam of it all. Craft social media content that helps you reach one (or more) of your organization’s goals. All your social media efforts should work towards at least one (if not multiple) of your organization’s overall goals. You could be guiding a customer to a sale, gathering feedback, or simply building a better relationship with your customer and strengthening your brand. Balance the goals with the elements that make each post fascinating & familiar.
Diapers.com played off of the lyrics to a popular song to help promote a sale on one of their products.
Ben and Jerry’s offered their "view" of the Supermoon.
TOMS showed off their product within their messaging, showing (not just telling) their audience how to keep cool.
French Novelist, Marcel Proust, once wrote that “The voyage of discovery is not in seeking new landscapes but in having new eyes.” Take a fresh look at your brand and how you can use the fascinating familiar to influence your audience and achieve your goals.
Need some ideas? Find me on Twitter @AlysMurfey to chat!
