September 2, 2013 by EmilyCRios
One of the most beneficial components of social media is that it enables a brand to deliver their message to countless amounts of people and to interact directly.
Brands and marketers have what seems like an endless number of social media sites at their disposal and as illustrated in the Conversation Prism developed by Brian Solis each site can serve a different purpose. Because each site can serve a different purpose brands according to Guy Kawasaki need to find the right social network for them. According to Kawasaki some other things a person must do to build their social influence is to create a great profile, curate and create value by sharing interesting content from other people and engage with people.
Once sites are established content is a crucial aspect in growing and maintaining and audience. Content posted is what draws people in and can create dialogue and interaction among users. Director of Content for Spundge, Craig Silverman put together a list of nine steps that will aid in creating a plan to create quality content. Number 1 on his list is to think about what you know and he calls on people to ask themselves the question: What do people seem to like to hear you talk about? If your brand or company you work for deals with something you are knowledgeable or passionate about than chances are it is going to be easier to brainstorm and generate new content. As an undergrad studying journalism I was tasked with growing on online presence and one of the ideas to help do so was to have each of the five senior editors maintain a blog. I racked my brain trying to come up with a topic that could showcase my journalistic skills to no avail. Finally the other editors suggested that I blog about entertainment, focusing on reality TV, because I had become their go to person whenever they wanted to discuss their guilty TV obsessions. As much as I thought I needed to have a hard news focus, I realized that it was ok to go with something lighthearted because I had opinions that people wanted to know and it helped me develop a different type of voice.
Finding good sources is the second item on Silverman’s list. Studying journalism you learn the importance of not only having sources, but having ones that know what they are talking about and our respected because they only make your end product better. Reading about your topics from sources that matter. It is important that one continues to read and have the desire to learn more about whatever field they are in because like social media no field stays stagnate. Writing is also key to generating content in addition to getting your writing edited so that you can gauge what is or is not working within your content.
Social media is not a quick fix for a brand, it is something that requires a plan and constant care and reevaluation. Pam Moore created a list titled “50 Ways to Energize Your Social Community and Audiences, ” which focus on putting your audience first and creating a sense of trust by remaining authentic and respecting the role the audience plays in your social community.
An important point in “Content is Fire and Social Media is Gasoline” is that one must market their own marketing. This is important so that social media does not become bombarded with advertising and that content with value is also being delivered.
Social media thrives on interaction. Should companies have guidelines to ensure those interaction remain positive and professional?
Should brands generate different content for each social media site they use or deliver the same content across all platforms?