Pretty much anyone can post a photo or video, along with some text, and say they know how to do social media. And, to a degree, they’d be correct; they do know how to post items on social media.
However, it’s one thing to know how to do social media. It’s entirely different to know how to do it successfully.
Think about it this way. Thousands of posts show up on our news feeds every day. So, what is it that gets you to stop from scrolling through them and react to a certain post while completely ignoring others? Is it a photo of something unusual or colorful? Did the action of a video catch your eye? What about the text in the post?
These “thumb stopping” posts don’t happen by accident. They are the result of a carefully planned strategy to target you.
It begins using a strategic approach to understand just who your audience is, what they are interested in and then identifying how you can provide value to their lives. Businesses that do social media well leave none of this to chance or guesswork. They do their homework and develop a detailed profile of who their customer and potential customers are, what they “need” and then create content driven to fill that need.
Some companies have it easier than others such as Starbucks, Lego or Coca Cola. They spend significant capital developing their brand long before social media existed, so for them, sharing value through online posts is a natural extension of what they do.
They still need to work at it though, and even the greatest brands get it wrong once and a while. Remember this misstep from Cinnabon?
Yes, they may have had good intentions, but it did not sit well with the public. It received significant backlash, and the post was quickly deleted but not before the damage had been done.
For most companies, building an online brand isn’t as easy. It takes dedication and a well-thought out approach, You want it to be a natural extension of your brand, not something contrived just so you can say you’re doing social media.
Most importantly, always keep in mind that social media is about them, not you, so make your content worth the investment of your audience’s time.