I am not a spur of the moment person. I take my time, think things over, have a cup of coffee and think it over again. My process would seem contrary to the live stream, immediate gratification model of social media. Social media thrives on the think it post it model where posting occurs while the thought is still in progress and not fully fleshed out. I sit down most days with the intention of coming up with something witty to post on these global broadcast streams always to come up short. The question I always ask myself is…”Why would anyone care about this?” The answer most of the time is, “They wouldn’t care. It’s just digital noise.”
“Why would anyone care?” is a good question to ask before posting. Just like in video production, social media has an audience, and you need to know who your audience is and what they care about in order for your posting efforts to mean something. Embedding meaning in anything requires some thought, which requires time, which results in seemingly less spontaneity.
To start, take an information inventory of items your audience could be interested in.
- Upcoming events
- News articles
Open up a Word document and write out each item as its own paragraph. Each paragraph could easily be it’s own Facebook post. Pared down, most could also be posted on Twitter with an accompanying link. As a consumer of information I find posts with links most gratifying since Twitter posts in general do not relay much info. With only 140 characters available you have to love your links.
Many of these information nuggets can be reposted in the course of the month. Why? Most social media is a news-feed model. Post it and in no time it moves down the feed, out of site and is replaced by newer information. Not everyone will see the post the first time you post it. For timeless information or events that are further out on the calendar you can re-post.
Participating in this inventory exercise at least once a month will get you in the habit of regularly putting your marketing hat on. The exercise need only take an hour or two total to come up with your inventory sheet of posts, complete with relevant links where appropriate.
With list in hand, set a schedule for yourself of what you will post and where. The rest is just a matter of copy and paste, rinse, repeat.
Copyright Digital Design Digest 2013