The Worst Content Marketing Is What Everybody Else Is Doing: How to Get Ahead and Stay ThereChoosing Tactics for Your Content MarketingFrom the Corn Field to the Digital Era: Content Marketing Starts with TrustWhere Is Content Marketing Headed? An Interview with Michael Brenner
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the PlatformRise of Social Media in Ecommerce [INFOGRAPHIC]How eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Patient Opinion Leaders Are the New Healthcare InfluencersFive Online Community Types: Which One Does Yours Fit Into?Digital Communities: 5 Ways to Determine PurposeCelebrate Your Social Media Successes, but Don't Forget that Community Trust is the Key
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
4 Lessons in Creating Dynamic Social Content
Posted on May 14th 2013
Royer and Carlos Figueiredo, associate creative director at Publicis Kaplan Thaler, hashed out what makes engaging Facebook content during a Creative Week panel titled “Newsfeeder: The Most Creative Posts From Facebook Brands,” moderated by BuzzFeed’s CCO, Jeff Greenspan. We’ve gathered a few of the key takeaways from the conversation for you as well as specific brand takeaways.
1. Don’t Be Dull
Brands want to be your friends, and like a good friend, a brand should have something new to offer every time it interacts with its audience. Essentially, a brand should be as interesting as its audience’s friends are and have a wealth of things to say.
If a brand is going to engage in social media, it can’t be boring. In other words, it shouldn’t be the guy who walks around at a party and repeats the same joke, praises himself and shares only stories about him. What works in a TV or print campaign (three ads transmitting the same message) usually does not work in social media.
Create a content calendar that has different types of content offerings every day. Try to diversify as much as possible (photos, memes, videos, links, questions/quizzes, games, etc.), and utilize user-generated content as well.
2. Create Multifaceted Brand Identities
Sometimes brand narratives are dictated by what is said in traditional media. But often those narratives that are created for TV or print are not true enough to the brand to play in the social space—they are one-dimensional and leave no room for real conversations or natural growth.
Agencies must help brands bridge the gap between traditional and digital advertising, going deeper into the brand story to create compelling social content. To go deeper, it is essential to understand the brand’s mission and identity. If you think about your brand as a character (or persona), developing a rich personality for it, you’ll better understand the types of content your brand should and should not be publishing as well as the topics it should and should not comment on.
Brands have to carefully determine which conversations are appropriate for them to join. As things happen in the world, think about how they relate to the brand. Even if a brand isn’t talking about the specific event, understand the environment and adjust content publishing accordingly (e.g., don’t tweet about your award as a natural disaster is happening).
Always ask, Does the social content I’m creating fit the role and tone of voice I’ve developed for my brand? Does it have the authority to publish?
3. Test and Learn
Instead of your investing millions of dollars in a new, traditional advertising campaign you’ve just dreamed up, social media offers a place to test and learn with smaller campaigns. If these ideas are well received on the appropriate social channel, the brand can start developing a full-blown social and/or traditional campaign. Vet things by your own audience. Figure out what you did right, and continue to play with and develop the idea.
There are established and emerging platforms that are free to join that provide innovative ways to offer content to audiences. Lowe’s did this wonderfully with Vine. If the test-and-learn campaign doesn’t work, it’s been exposed to only a small audience. But if it works, that content can be extended to the audience’s audiences and beyond. Don’t be afraid to try!
4. Unlock the Truth
Social content should be thought of in the same way a stand-up comic would think about a joke—as immediate and fairly disposable. People should laugh and move on. Regarding the Newcastle #nobollocks campaign that Droga5 created, Royer said the idea was to be too honest and reveal the machinery behind the bullshit through feisty, attention-grabbing images and refreshingly true statements, like “Newcastle winter IPA. Our worst selling beer in the summer. #NoBollocks.” One of the April Fool’s Day gags that Publicis Kaplan Thaler created for Scope, about bacon-flavored mouthwash, was shared almost three times more (112,803) than it was liked (30,971).
Not every brand can own humor, however, or should try to play in that space. Recognize the role of the brand, and create from a place that is relevant. Comedians and writers are trying to scrape away the inessential to reveal a truth, and truth is by far the most powerful thing a brand can bring to life. The best content reframes something already known, and the content that is shared the most is the content that helps promote one’s own identity and strengthen one’s social bonds.
Be careful about the tone your brand takes, and don’t reach for humor. Branded attempts at humor often can backfire or simply fall flat. Be true to the brand.
Speed, honesty, humor, usefulness and relevance are some of the most important aspects of creating dynamic social content.
Is your brand creating the dynamic content that audiences want, or is it just creating content that furthers the brand’s own agenda?