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Knowing Your Social Community & Why It Matters

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Your brand is on multiple social media platforms and posting regularly, but when it comes to engaging your social community, are you giving your audience what they want?

Social media has a very different rhythm than other marketing channels. You can’t just push your brand’s message on your social channels and expect that your audience will care. I hate to be the bearer of bad news, but they likely don’t care about your brand’s marketing message. But what they do care about is how what problem it solves for them or what emotion it might evoke.

As marketers, we know how to tell a story, but oftentimes that falls short in our social content. Why? I believe that it starts with the people you are trying to reach, your audience. When creating content for social, community managers should first ask themselves “why would they care?” Start with this level set as a way to ground your brand’s approach to social.

Here are a few things to keep in mind:

  • Why do they care / why would they share?
  • How does this benefit them?
  • Will it capture their attention?
  • What is the purpose of this social media post?

Once these preliminary questions are answered and content is created, your social team can start to identify how posts are performing on social. By evaluating the metrics, you’ll start to determine what resonates with your audience and what doesn’t. You’ll get to know THEM — after all, it’s really all about them.

With this in mind, your team can start to create content that your audience cares about. This may be tactical. May your social community doesn’t click through to read link posts, but they may engage in your poll. That’s OK — not all engagement is created equal. Think about ways to tell the story you’re trying to tell on different platforms to reach your desired audience.

Need help with content creation or setting your social strategy? Contact us to start a discussion.

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