Publish Compelling Content on Social Media

Learning Objectives

After completing this module, you’ll be able to:

  • Explain why companies publish content on social media.
  • Articulate at least two positive outcomes of publishing on social media.

Social Publishing

Publishing organic content and campaigns can be a powerful way to create awareness and, moreover, connect to your audience in a meaningful way. Social publishing is a great way to establish brand tone, demonstrate thought leadership, share industry news, and keep customers and prospects engaged.

Create Awareness

If you don’t have a highly paid PR team or a big-budget marketing plan, you can still create strong brand awareness.

Social media platforms offer the potential to increase your public profile, even without purchasing ads. To create effective awareness campaigns, use social engagement techniques to:

  • Connect with influencers in your industry.
  • Share content created by these influencers and stay active in the conversation.
  • Keep a profile full of updated, worthwhile content.
  • Offer influencers exclusive content, news, and product deals.
  • Take consumers behind the scenes to see product development, meet your team, and more.

Notice that campaigning for awareness is not the same as campaigning for sales. Always decide what kind of engagement you seek, define your strategy, and measure the effectiveness based on your goals.

Be Transparent

Openness can go a long way in social media. Creating a transparent communication model helps your community feel involved in your company. They will also appreciate the trust you show toward them. They may become interested in your story, want to get involved in your product trials, or stay in touch with updates. That can be what you need to generate new, long-term customers.

Here are a few ways to be more transparent.

  • Encourage your CEO and senior executives to become active on Twitter.
  • Take your customers behind the scenes with a video walk-through of your shop floor or live-stream of a meeting.
  • Solicit feedback.
  • Introduce your team, let customers chat with them online.

Determine Your Tone

Showing personality and moving away from corporate language is a great way to interact with people on social media. What you say and how you say it are important to your online brand perception.

Try creating a company style guide to express key messaging points and tone. A guide gives employees, new hires, and brand ambassadors a tool to shape your brand online. Your followers should know what to expect, but to make that happen, establish an internal style document and follow it.

Be Intentional About Inclusion

Be mindful that when you share on social media, you might be targeting one group, but you are potentially reaching a global audience. Don’t make assumptions about who might be receiving your content. For example, if you’re sharing a video, make sure it has closed captioning!

From a global perspective, consider timing for your posts and shares, and remember your target audience might be in multiple time zones. Remember to check for holidays and watch for current events.

Finally, representation matters! If you’re sharing stories, videos, and images, remember to reflect and celebrate the diversity of your audience.

Tweet highlighting the story of our community members Jessica Murphy a user group leader in Arizona

Make It Easy to Share

One of the most beneficial aspects of social media publishing is the ability for content to spread virally. Viral reach can mean a lot of things—it doesn’t have to lead to five million (or billion!) YouTube views. If 20 people with 1,000 followers each retweet your post, you’ve increased your reach by 20,000. Posting to social networks automatically makes sharing possible, but your web content might not. Make sure you provide people a way to share to their own networks easily.

Social attribution is a great way to prove the return on investment (ROI) for social publishing. When publishing post links, use a tracking code, such as those found using Google Analytics. The tracking code feeds back into an overall database, helping you follow which social networks are driving the most traffic. Use this data to guide your posting strategies for big content and marketing campaigns.

Recycle and Experiment

Distribution is one of the biggest benefits of building a large social network. You’ve probably already got a ton of great content you want to share, so use your social networks to do so. Repurpose stories from the stockroom or the events-shared photo drive. For example, create an infographic out of an old sales presentation or whitepaper. Or go through your last 3 months of emails and find customer inquiries to use for blog topics. Experiment with different headlines and types of posts types to find what is most effective for maximizing traffic.

Just be careful not to overdo it. If you’re always posting your own content, people can grow tired of your act.

Ready to Share Again?

Tweet about what you just learned in this unit!

Social Media Marketing and Engagement Badge