Locking in to the motivations of why people share online can help us produce more engaging social media content - a fter all, the key to connecting on social media is understanding what our fans want, not what we want to tell them.
M. W. Hunt / Shutterstock.com On the morning of Friday, August 28th, the Australian Border Force , the Australian "government agency tasked with border protection and national security duties," issued a press release announcing something called 'Operation Fortitude,' the consequences of which would...
We’ve all heard by now the 80-20 rule for Facebook content: 20 percent of content should be created by and unique to your organization while the remaining 80 percent should be shared or curated from other sources. While it is a good rule of thumb approach to content strategy, the real focus here should be on the fact that the majority of your content is ideally from external sources.
The term "Dark Social" was originally coined back in 2012 by Alexis C. Madrigal of The Atlantic, to describe “untrackable” social content sharing through means like email, instant messages and even mobile applications. Dark Social traffic represents the sharing activity via private digital communication channels exclusive of referral headers and as a result, cannot be tracked by analytics tools. Most web analytics tools categorize Dark Social traffic as Direct, meaning grouping these content sharers together with users who reached a webpage by typing an exact page URL.
Everything we know about social media and social sharing is wrong. If you manage social channels you are doing it wrong, if you analyze social activity you are doing it wrong. Everything is wrong from the basics, because we don’t know how social sharing actually works. Let me explain why.
Social media marketing is all about sharing content. If your content isn’t shared, either by you or by your audience, then there’s not much difference between what you are doing and the traditional, one-way mass media communication that prevailed during the golden age of broadcast advertising. The whole point about social media is to get people to promote your business by word-of-mouth.
After creating a number of content-driven brand campaigns – some of which have gone certifiably viral – we (at our agency) have amassed loads of experience drawn from trial and error, success and failure, and just plain having our hands in this stuff 24/7. One thing we learned early on about “viral” content is that is doesn’t often happen (um) virally. But with a great idea, an engaging execution, a relevant message – and the 7 tips shared here – you will definitely up your odds for attaining “viral-ness.”
If there were a magic wand to conquer the online content strategy, most, if not all, would give it a wave--or two. Unfortunately, there is no one magical solution to mastering your brand’s online presence, but there are a few ways you can revitalize it.
Let’s face it. With all of the social media chatter, it’s hard to find a way to break through the noise to distinguish your brand. In a world of viral cat videos and reposts, how do you find and share engaging content that reaches your main audience? I have a few thoughts on how to get started.