People want to interact and communicate with you and your business on social media. They want to be inspired and know your story. With the amount of stuff being shared on social media networks you have to make a concerted effort to stand out from the minutia. Don’t just copy, paste and hope that someone clicks on what you are selling.
I go through my normal morning routine of checking what folks are posting on social media networks. I come across these tweets and posts and I shake my head at the absurdity that businesses and individuals push out on social media. No thought, no strategy, no goals, just “Hey you, buy my stuff.” Just hoping someone will come along and click the link.
Audiences, friends, colleagues, potential customers, and clients are all bombarded by this minutia and these posts are just simply scrolled by because the tweets and posts were uninteresting, boring, ho-hum. The messages didn’t tell them the why. Why should I buy your service/product; why should I take the training. Instead, it is simply blah.
This is rampant everywhere on social media.
Usually, businesses who copy, paste and hope get frustrated and give up, and are the biggest complainers and naysayers that social media marketing doesn’t work.
Changing the Mindset
Change the mindset and get out of the copy, paste and hope ditch. Ask yourself these questions before, after, and during your social media marketing efforts.
- What is my overall social media marketing strategy?
- What is my strategy for this particular network? Is it likes, leads. sales, customers, etc.
- What are my social media goals?
- Is this the right network to post this?
- Am I reaching the right market?
- Why should anyone care about this post?
- Is this post engaging, thoughtful and convey the why?
- What is the objective of this post?
- Does my post have a call to action – what do I want people to do?
- Why is this post important to my market, client, and customers?
- Does it provide value?
Our average focused attention span is 8 seconds, down 4 seconds from 14 years ago. To put that in perspective, our attention span is less than a gnat and a goldfish!
What is it that holds our attention for those 8 seconds on a tweet, a post or a page? It is context. According to the Merriam Webster Dictionary context is defined as the words that are used with a certain word or phrase and that help to explain its meaning. The image, video, or message in that post or tweet affects you in some way – emotionally or cognitively. You can relate or understand the message immediately. It clicks. For example, a Vine video about a dog doing crazy tricks grabs your attention because you love animals or you have a dog and want it to do those tricks or even simply because it is funny. Because of context, you are more apt to click the like button and share the message. Context is the story that adds relevancy to your message.
Understand the medium
Each social media network is very, very different even though they are starting to look and act the same. Images might work best on Facebook and Pinterest but to be successful you also have to understand the demographics in each medium. For instance, Pinterest users are primarily women who are interested in purchasing or wanting a particular product whereas Facebook is more for social interaction with friends, family, and colleagues. So the images could be completely different.
- Focus on the end user that will see the post, not your own ego
- Give quality, insightful information away for free – and do it often.
- Stop selling and start telling your story.
- Be creative. Think beyond copy, paste and hope boredom.