As a digital marketer I’m often asked what businesses and individuals can do to help ensure an effective social media presence. Whilst there are several answers, there is one that I give every time:
It’s important to remember that social media exists to share information and connect with other people, whether for business purposes or personal use. After all, it’s these reasons why many of us signed-up to platforms like MySpace and Bebo all those years ago and why we continue to use LinkedIn, Facebook and Twitter etc. today.
To create the information we share via social media we need content to derive it from. Nearly every business already has content in one form or another, whether it’s a new blog post or existing website copy. However, in a modern world where humans have a notoriously short-attention span (in particular on social media with studies showing an average of 8 seconds in 2015) you need good content to stand out from the competition.
Here’s an example:
We recently completed a series of tactical email campaigns for a client where social media was used as a supporting channel, directing suspects not in the main campaign to the client’s landing pages. We recommended to the client that we create unique content specifically tailored to social media (optimised imagery, GIFs and short videos) to give the campaign activities an edge on Twitter and LinkedIn.
This approach resulted in an uplift in social media engagement of nearly 80% and a three-fold increase in website visits and subsequent contact enquiries compared to similar campaigns run in the past without optimised content.
Ultimately there is not much for businesses and individuals alike to say on a continual basis via social media unless new content is created, and from this, new information. Without a solid foundation of good content you will always struggle to maintain a successful presence on social media, constantly being overshadowed by more original and eye-catching messages posted by competitors or rivals.
At HarveyDavid we are experts in unifying powerful content with social media to deliver meaningful results for businesses like yours. Why not download our guide Applying the Power of Story to Your Content.
 Microsoft, 2015, http://www.telegraph.co.uk/news/science/science-news/11607315/Humans-have-shorter-attention-span-than-goldfish-thanks-to-smartphones.html