Social Media Strategy – Professional Interest vs. Emotional Engagement

Chris Street Commercial Content Creator, Bristol Editor

Posted on May 3rd 2012

Social Media Strategy – Professional Interest vs. Emotional Engagement

Defining successful social media strategy is a hard objective – and it depends largely on what the definition of ‘successful’ is in the first place.

For a large corporate organisation, for example, successful social media strategy might be centred around delivering social media content of professional interest to a highly-targeted audience of potential customers.

For an individual, however, a successful social media strategy might be less well-defined and commercially-based, and more centred around providing emotional engagement via social media platforms highlighting their likes and dislikes across the Web.










I’d suggest that a well-rounded social media strategy should incorporate professional interest and emotional engagement, not one or the other.

Yes, it’s about business, but social media marketing should also be…well…social.

My top tips for incorporating professional interest and emotional engagement into your social media strategy are:

* Remember your pitch

Let’s be honest, everybody has a pitch on social media. Whether it’s a corporate or an individual, promotion of self, products and services is an essential force behind social media engagement. The trick is to add value for your audience whilst still promoting.

* Revisit your passions

The plethora of sterile, anodyne social media content out there is staggering. But, unsurprisingly, nobody’s really taking note of it. Make sure you revisit your personal passions, the things which get you excited, and make you interesting to engage with online.

* Review your profession

If you’re using social media engagement to promote yourself, think about reviewing your profession, so you can clearly, consistently and cleverly also promote your expertise, knowledge and unique experience across social media platforms, too.

* Revitalise your purpose

We all get off days – days where we’d rather not be online, not be writing a blog or a tweet, or sharing ourselves online. Time to revitalise your purpose for utilising social media engagement at these times. Remember – your voice does count out there.

* Renew your personality

We all get lost at times online – the multiple influences being thrown at us, the demands made, the ‘like me, like me’ culture can be draining. It’s important to renew your unique personality, and to do so regularly. I find life offline always benefits my online life.

* Relay your professionalism

Just because communicating on social media might seem instant, easy, and without repercussions, it’s not an excuse to let your personal and professional standards slip. We all make mistakes. But making them online tends to leave a mark for a long time.

Professional and personal

The social media superstars I respect and admire mix and blend professional and personal – perfectly. Pure balance, precisely put.


Chris Street

Commercial Content Creator, Bristol Editor

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Posted on May 3rd 2012 at 5:37PM

Hey Chris - great write-up. I wrote something along the same lines a few days back. I agree with everything except the part about emotional communications. I agree you should communicate on emotion, but by clearly remaining objective and somewhat detached so as not to get biased or charged up. We are all human at the end of the day and that's got to chime in somewhere

Great stuff. Enjoyed the read.

Posted on May 3rd 2012 at 5:45PM


Really pleased you enjoyed the thoughts - and it would be good to see your previous piece around this area too! Can you hyperlink it here, so others can see it please?

Posted on May 3rd 2012 at 6:21PM

Sure, here it is: Who needs a structured social strategy?

It's a little long (sorry about that), but hopefully still worth it.

Posted on May 4th 2012 at 7:18PM

A Social Media strategy should never begin without clearly stated outcomes and objectives - that way you have nothing to measure it against.  Interesting stuff.