Social media marketers, here is my top pet peeve. Designing content is difficult, agreed, but at the very least, the content should do something for the reader other than extol your products’ awesomeness. A lot of the current social media content appears to be based on the old school thinking that typically follows the three steps.
- grab attention, get reader to notice
- include a call to action, somehow, even if it seems forced
- pimp products/services or brand, hoping for a purchase
This works well for the typical print advertisement and has even carried over to email marketing and sometimes television. This works for certain approaches but almost never on social media. It has already been noted and shown multiple times that advertising on social media does not work. Several noted experts have mentioned that we need to do stop thinking about “pimping out your stuff on social media.” Yet, hundreds of posts across dozens of platforms do just that.
Pause for a moment and contemplate this from the point of the receiver. What type of content do you want as a social marketer. Content that aggravates or frustrates like advertising, or content that I, the recipient, found so useful that I want to share it with my ‘friends’ and my social peeps. Social media content does not necessarily need a call to action, this is not a magazine and you are not creating an advertisement. So, social media marketers,
Stop thinking about “will you buy this” start thinking about “will you share this”
- gain attention
- tell a brief story on something that the reader wants to share
- make it easy to share
Still boils down three steps with nothing force fed. Instead of hawking out your products proud attributes, talk about its different uses or a story about how some people have used it that is of value to your community. Create a how-to post, write about how your employees use the product in their daily lives, or feature a departments role in getting the product to the consumer. Use it for recruiting, use it for storytelling, use it for almost everything except to just pimp our your products. Content that is share worthy is just all around you, you just have to look.