Even if you're doing everything else right, like scheduling posts for the proper time, including images, and using the correct tools, if your content is boring, you won't see engagement.
I look at tons of social media accounts every day, and the biggest problem with most social media accounts isn't the time of day they post, the tool they use for posting, or whether or not the post contains an image. It isn't their content calendar or the social media strategy.
The problem is that their content is just boring.
People are overwhelmed with content on social networks - an average person on Facebook has 130 friends and is connected to 80 additional groups, pages, and events. This means that on Facebook alone more than 200 things, updating multiple times a day, are fighting for our attention.
If you aren't breaking through, it probably isn't because of the mechanics of how you post, it is probably what you post. You are probably boring.
Regardless of your industry - whether you are B2B or a fun consumer brand, you don't have to be boring. Even boring industries can create interesting content (remember that people in your industry probably don't think it is boring).
So how do you become "interestinger"?
It isn't by reviewing your strategy or content calendar, it is by spending more time crafting your actual posts and making them better.
I'm not a creative genius (I'm actually surprisingly not creative), so when people ask me, "Krista, how do we become less boring?" it took me a while to figure out an answer. "How do you become interestinger?"
After looking at social media accounts that are nailing it, here are five things that you can do to make your content more interesting:
Not in a news-jacking way, but in an interesting way. Oreo did this in their highly acclaimed "Daily Twist" campaign where they celebrated events like the anniversary of the Mars Rover landing and Elvis Week.
Pinterest is an amazing source of inspiration because it represents content that people want to share (80 percent of pins are repins). I love going to Pinterest for creative inspiration, humor, and interesting new ideas related to my content ideas.
Bite-sized interesting pieces of content are great for social networks. Consider quotes, stats, or factoids that are surprising or unexpected.
Seriously, your news and press releases aren't very interesting - don't over-brand all of your content or it will feel more like an ad than a piece of interesting content.
You don't need long, full sentences. Be catchy. Be short. Be creative.
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Krista Neher is the author of the bestselling Social Media Field Guide, an international speaker, and currently CEO of Boot Camp Digital, which is a leading provider of social media marketing training and consulting solutions. Krista is a social media pioneer, creating one of the first successful corporate Twitter strategies and corporate blogs - long before "social media" was even a recognized term. After spending nearly six years at Procter and Gamble working on some of the biggest and most successful product launches, Krista went on to become the vice president of marketing at an Internet start-up.
Krista started Boot Camp Digital in 2008 and has created training programs for hundreds of advertising agencies, marketing departments and small and medium business owners in social media marketing. Krista also works with a variety of educational institutions on their social media programs and is currently working on a textbook on social media marketing.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
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