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.
Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.
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.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.