5 Questions Not to Ask Before Sharing Content

Debra Ellis President, Wilson & Ellis Consulting

Posted on July 10th 2013

5 Questions Not to Ask Before Sharing Content

It’s easy to get caught in the social media hype net that promises extensive exposure for your company at minimal cost. The idea that the content you create can change the course of your business is alluring. The concept that it can be done in single post is irresistible. Everyone wants to create content that goes wildly viral. Unfortunately, unless you are in the business of cute cats or children, the odds are against you.

Social media success is a process, not an event. The companies that connect with their customers have a strategy that integrates online activity with service and solutions. Today, we are looking at the questions not to ask because they waste time and won’t advance your cause.

  1. Will it go viral? Going viral isn’t predictable or controllable. It is also grossly overrated. The posts most likely to go viral are rarely the ones that promote your business well. Focus on creating content that helps the people that read it. When the information is helpful, people share with others who need it. This will bring high quality traffic to your site and pages.
  2. What will our competitors’ think? Every time I hear this in a meeting, I ask, “Why do you care?” Your competitors shouldn’t define your marketing strategy by what they do, say, or think. Wondering about your competitors is a waste of time.
  3. Will influencers like it? This is another area that is grossly overrated. Influencers can generate traffic but the quality is questionable. The people that you want to influence are the ones most likely to use your products or services. They introduce your business to friends and family likely to have similar needs.
  4. How many followers/fans/likes will it acquire? Followers, fans, and likes are benefits not objectives. Create great content that resonates with people and your community will grow. It is better to have a small community that participates than a large, dormant one.
  5. Isn’t this the best post ever? There is nothing more paralyzing to creativity than trying to improve on “the best post ever.” The best posts are the ones that consistently attract high quality traffic year after year. They are timeless, fill a need, and hard to identify in advance.

Debra Ellis

President, Wilson & Ellis Consulting

Debra Ellis is a business consultant, author, and speaker. She specializes in showing companies how to improve customer acquisition and retention using integrated marketing and service strategies. Her latest marketing guide, 31 Ways to Supercharge Your Email Marketing, is a practical resource for marketers seeking better results with minimal investment. Her engineering background provides statistical insight to finding actionable data that can be used to grow companies and reduce costs.

She is recognized as an expert in marketing from direct mail to social media, customer behavior, and strategic planning. Her expertise is often tapped by media sources including: The New York Times, CNN/Money.com’s Small Business Makeovers, Target Marketing, Multichannel Merchant, and MarketingProfs.

Her marketing guides include 31 Ways to Supercharge Your Email Marketing, Social Media 4 Direct Marketers, and Marketing to the Customer Lifecycle.

Debra loves the art and science of multichannel marketing. She is a student and teacher of the methods that transform shoppers into buyers and buyers into lifelong customers. In 1995, she founded Wilson & Ellis Consulting, a boutique firm specializing in creating strategies that make channels and departments work together to optimize the customer experience. Since then, she has worked with over a hundred distinguished clients such as Costco, Edmund Scientifics, Jacuzzi, Ross-Simons Jewelry, and The Body Shop.

Prior to founding her firm, Debra was instrumental in the record growth of Ballard Designs, Inc. while serving as Chief Operating Officer. Today, she uses her experience and expertise to show executives how to successfully navigate marketing channels and integrate activities to profitably grow their business. Her practical approach maximizes the return on investment.

She can be reached via email at dellis@wilsonellisconsulting.com. She blogs at http://multichannelmagic.com/blog

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Posted on July 11th 2013 at 5:35AM

While creating social media strategy for clients they are surelly going to ask such a questions like what you think how viral this content goes after sharing it on social media. Debra you have really analysis very well about all questions. Thank for sharing!!!