Lesson 2: Content Sharing
Principles of content sharing
In order to run a successful social media marketing campaign, you need to give your followers regular content that keeps them engaged. Even if you’re not entirely new to the world of social, you may be wondering where to start and what to share. Here are three types of content that are typically shared on social networks.
The best way to think of content to share is to put yourself in your target market’s shoes and ask yourself, ‘What would I like to see?’ The best content to share is that which makes them think or just gives them a good laugh.
Try to find things that will get a good reaction from your audience. Your ideal goal is to get a discussion going. If you’re just getting started or you don’t know your market well, this might take some studying at first. With time, you will eventually get a good sense of what gets your followers thinking and sharing their opinions.
It’s never wrong to share something just for laughs. Funny content is what usually goes viral. Again, you’ll learn what works in time. The key is to focus on your market and their entertainment rather than your business.
Although you don’t want every update to be about you and your business, it’s fine to do periodically. Many businesses use their social media profiles to alert fans when a new blog post is up, new pictures are posted, or other content has been added. Give them a short tweet with a link and tell them what they can expect from following that link. Most of your blog readers don’t have time to check for updates on your site, but they’re always on their social media.
The great thing about short updates is that you can automate much of the update process so that you never have to do it manually. Set up an RSS feed so that each time you blog, it’ll automatically let everybody know.
Just as with your blog content, your fans would be interested in knowing about your business and your products from time to time. Tell them something about your company that helps to impart its vision or brand it. You can also use your content to highlight products or services you offer or special deals that you’ve got going. One clever way to do this without appearing self-promotional is to show them different ways your products can be used to make their lives easier.
There are a few practices you should avoid. First, don’t update too much. You want fresh content on a regular basis but too much can be overkill. If your followers are overwhelmed by your updates, they’ll stop paying attention. Even Twitter, which has a more constant stream of updates, can suffer from overkill by bombarding people with the same information over and over.
Avoid controversial topics that are of a political, religious, sexual, or taboo nature – unless that’s part of your brand. It’s incredibly easy to alienate your followers if you’re not careful. One off-the-cuff political remark can lose you hundreds of followers or more.
Finally, as we’ve said before, don’t just self-promote. It’s good to showcase your products, offer special deals, and announce a new blog post, but make sure you’re sharing other interesting and engaging content as well.