Business Content Monitoring
The biggest daily challenge of social media is finding content to share. This is called “feeding the Content Monster.” There are two ways to do this: content creation and content curation.
Content creation involves writing long posts, taking pictures, or making videos. It isn’t easy to create more than two content per week on a sustained basis, and two pieces are not enough for social media because of the intense competition for attention. Unfortunately, helping anyone master content creation is not an easy job.
Content curation involves finding other people’s good stuff, summarizing it, and sharing it. Curation is a win-win-win: you need content to share, blogs, and websites want more traffic, and people want filters to reduce the flow of information. These techniques can help you create content to feed the content Monster:
Piggyback on curation and Aggregation Services
A website called Alltop can help you curate your content. It is an aggregation of RSS feeds raging from A (adaption) to Z (zoology), organized into more than a thousand topics. For example, there’s food, photography, Macintosh, travel, and adoption.
Share what’s Already hot
You could say this is cheating, and you’d be right, but there’s nothing wrong with content that’s already hot. No matter how many people have already seen something, everyone has not seen it yet.
Use Lists, Circles, Communities, and Groups
People and brands that share a common interest comprise “lists” (Twitter and Facebook), “circles” (Google+), ” communities” (Google+), and “groups” Facebook and Linkedin). These groupings are a great way to find good content.
Share User-Generated Content
You should share photos that people create of your product. This practice is good for everyone: you get social proof when people take a picture of your work, and the photographers receive warm-and-fuzzy acknowledgment and attention.
Most companies define too narrowly what they believe will be relevant and exciting to their followers, which hinders their ability to feed the Content Monster. Here are examples of how posts can remain on-brand and be more enjoyable at the same time—generating more resharing.
Pass the reshare test
The reshare test is the most crucial concept of social media marketing. It’s nice when people “like” and “+1” your posts. It swells when people add comments. These actions are akin to tripping a waiter or waitress.
However, resharing your posts is the ultimate compliment because it means that people are risking their reputations on what you’ve shared. This is akin to telling your friends to eat at a restaurant. Resharing is caring! So the most basic test of anything you do in social media is:
Will people reshare your posts?
Every post should pass this test. To do so, they need to add value to people’s lives. These are four kinds of content that do this:
“What happened?” For example, Secretary of Defense Chuck Hagel said he’s open to reviewing transgender people’s role in the military.
“What does it mean?” For example, Mother Jones explains why Uruguayan soccer star Luis Suárez’s biting incident is a big hygienic deal.
“How can I do that?” For example, CNET explained how texting to 911 works.
“What the hell?” For example, every year, two churches in Vrontados, Greece, stage a mock rocket war to celebrate Easter.
NPR provides excellent content 365 days a year. Every few months, NPR runs a pledge drive to raise money. The reason NPR can run pledge drives is that it provides excellent value.
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