Social media is a double edged sword. We all have a voice but sometimes that is not a good thing. The question is; are we using our social voice properly?
Production of valuable and engaging content is still a big issue. We have all been told 'content is king' but what does this mean in social media?
There is no right answer. What works for one may not be right for another.
We all need to create valuable content but every industry, brand and business is different. You need to know your industry, business, customers, and wider stakeholders to be able to produce valuable and insightful content.
Think about who you are trying to build relationships with. Put yourself in their shoes and ask what content is going to be valuable to them?
This content can be re-mixed, mashed up, interactive, creative, innovative, and novel. However the tone, pitch and context matter.
The KISS of death comes when we try to be too clever and people just don't get it.
I was recently reintroduced to the KISS concept: Keep It Simple Stupid. I think that KISS is the prefect concept to remember in social content creation.
Because social media is essentially computer mediated communication it is open to misinterpretation and we can easily lose context. So while we may get the intended message our audience many not.
So how do we keep content simple?
- Think about the intended audience. Pitch the communication to the right level for the audience. I write differently in an academic environment than what I do when I blog.
- Keep the message simple. A consistent message, it's no different to traditional marketing communications.
- Use the interactivity and features of social media to increase social presence. Research has shown that the addition of photos, videos, and other contextual cues can increase the understanding and influence of a message.
- Be personable. Don't use jargon. Speak to your audience in a voice they will understand. It's about being human. Brand personality is key.
- Tell a story. We understand information best when it is given to us in a story. When we tell people information it is usually in the form of a story.
We are bombarded with communication on a daily basis, and we are astute at filtering out information that is irrelevant. I think that by keeping content simple we have a better chance of reaching, informing and influencing our stakeholders.