Everyone’s hanging off the content bandwagon lately, but if you’re marketing your content across a variety of social platforms, your message may be misunderstood, boring or ignored. This post explores the “language” of social media and why businesses need to master a native tongue before they start sharing on popular platforms, like Facebook, Twitter and Pinterest.
Social Translation Lesson
You’ve just published a blog post that features your educated opinion on
an industry trend, which is also receiving media coverage. In your post, you include a gripping visual graphic, reference one or more news sources that have reported on the issue along with your take and value added experience on the subject. Now, you need to market the post to your social media fans and followers. Let’s use a post I wrote for LatinBusinessToday.com as an example of how the promotion would play out on various social platforms:
The article discusses content’s renaissance and its critical role in positioning leadership and industry authority, which has a cascading effect on social media engagement and search engine visibility. The post features an eye-catching image which complements the theme and helps to visually tell the story.
Step 1: The post is somewhere in the neighborhood of 900 words, so the first and most important order of business is to home in on the key content areas you will feature in your social sharing. These snippets are meant to pique enough interest in your audience so they will click-through and read the post.
Step 2: Understanding each social platform’s “language” and culture is mandatory if you want your posts to get any attention. Here we identify the top three platforms; how our blog post might be promoted on each; and questions to ask when creating micro-content on each platform1:
1. Facebook – The biggest social network on the planet with more than 1 billion users worldwide, boasts an estimated one out of every five page views in the U.S.
Questions to ask when creating Facebook Content:
- Is the text too long?
- Is the post interesting in any way to anyone?
- Is it provocative, entertaining or surprising?
- Is the photo striking and high quality; is the logo visible?
- Is the call to action in the right place?
2. Twitter – 500 million users worldwide. Users post 750 tweets per second, which are no more than 140 characters in length.
Twitter Post: Is Your Digital #Content King or Court Jester? 3 steps for ruling the digital realm: http://bit.ly/1jkcw3Q
Questions to ask when creating Twitter content:
- Is it to the point?
- Is the hashtag unique and memorable?
- Is the image attached high quality
- Will it resonate with the Twitter audience?
3. Pinterest – helps people create visual collections of things they love. About 68% of the platform’s 49 million users are women. The site boasts four-times the revenue click-through than Twitter and 79% of Pinterest users are more likely to purchase something spotted on Pinterest than on Facebook.
Questions to ask when creating Pinterest content:
- Does my picture feed the consumer dream?
- Did I give my boards clever, creative titles?
- Does every photo include a hyperlink?
- Have I included a price where appropriate?
Step 3: A word on Social #Punctuation is helpful here, especially for those who are perplexed by the use of hashtags (aka #pound sign) in their posts. Think of hashtags as a way to index your content and find content specific to your particular interest. The social media exchange is noisy – just sit back and watch a twitter feed for ten minutes and you’ll see what I mean. Use hashtags to help your tribe more clearly understand what you’re communicating. If you need more of a primer, the Content Marketing Institute recently published a well-written article on the topic.
Step 4: Track and measure. Businesses don’t have time to waste on ineffective marketing strategies. Tracking your web analytics is a simple and easily accessible way to understand how all of your content marketing efforts are panning out and driving traffic to your site. If you don’t have Google Analytics coded on to your website, do it now and start to review your data regularly. Make changes based on facts and keep tweaking.
What’s your biggest content marketing challenge?
- Facebook, Twitter and Pinterest statistics and questions to ask when creating Facebook, Twitter and Pinterest micro-content: Jab, Jab, Jab, Right Hook by Gary
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Vaynerchuk; Harper Business 2013.