Generate Content, Generate an Audience


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?



8 thoughts on “Generate Content, Generate an Audience

  1. Hi Emily,

    I think most companies do have some sort of guidelines about what gets posted on their social media sites. If they don’t, they should! Despite the importance of a brand coming off as human, it’s still essential for companies to appear professional or they’ll lose credibility.

    It’s important for a brand’s content to be consistent across all social media sites, to ensure all audiences are receiving the message. Some people may connect with the brand via Twitter, while others may connect via Facebook, so you have to be sure everyone gets the message. Just because the message should be the same, doesn’t mean that the wording has to be the same. A tweet will likely be more concise than a Facebook post because of the nature of the sites.

  2. gavinmsaul says:

    Great post, lots of good information here. In my opinion to your questions:

    Companies should have some sort of guidelines to maintain integrity within whatever message the company sends. If it is something in relevance to a kids brand, then they should keep it somewhat G rated, but if its a nightclub or bar, they can act a little more “inappropriate” to cater to their audience. I think really depends on who your audience as a whole is, regardless, there should be some sort of guidelines to protect/enhance the brand reputation

    I think brands should stay somewhat consistent in regards to the type of content they deliver over various social media platforms. This lets people get a better feel for the brand, and avoid any confusion.

    • EmilyCRios says:

      I definitely agree that brands should be consistent and that have to be sure that the content is appropriate for the audience especially since social media can be so easily shared that anything inappropriate will most likely be quickly spread.

  3. kblitch says:

    “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. ”

    Awesome, awesome, awesome line. You have a great post, but out of all of it, this rings true and so close to home. One of the things that I often “discuss at length” with my home office is that we do not always want to push sale messages… we need to connect with our fans about what they want to talk about. If we sound to retaily, (technical word or course) then we’re as bad as they we think we are. It’s all in how we want to be and plan to be perceived. Which is exactly why the message you send, across any platform, is important. And you are correct, you may not send the same message across Facebook as twitter– different characters and length types. If you’re on Instagram you’re all photo related, you have to base your content on your platform. I think you need to consider how you’re leveraging you brand based on where you’re placing the message.

    Excellent post!

    • EmilyCRios says:

      I am more likely to respond to a brand if they focus on trying to connect with me instead of just being about the sale. I think in general people want to feel like the matter and that they value to a brand. If your are passionate about the brand hopefully it will be easier to relate that brand to others on a more personal level.

  4. VictoriaBetz says:

    Great post! Most companies do have a social media policy. I agree with having guidelines to keep a positive and mature account.

    As for your second question, I believe that the message should be consistent between all social media platforms. Yet, it does not necessarily mean that they should be the same wording. For example, if you follow Coca-Cola on Facebook and Twitter the posts become boring because you are seeing them more than once. But if you see a different post with the same message behind it, there is a better chance of you reading it. It really just depends on the social media campaign though. Some posts are important enough to keep uniform. Good job!!

  5. helenapeace says:

    I agree with everyone else that a company should have a guideline for their social media. This means they have already discussed and agreed upon how to respond to social posts.

    The great thing about social media is that you can advertise across all platforms and reach a different type of audience each time.

    • EmilyCRios says:

      I agree that social media does allow brand to reach different types of audience based on the platforms. Because of this brands definitely need to have a clear idea of who their audience is and how that audience changes based on the platform they are using.

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