First off, I realize I’ve not blogged lately. Due to personal reasons, I had to take time off from work. But I’m back now :)
One of the more interesting things I’ve come across lately is an article about 4 Ways PBS Shapes Content for Maximum Facebook Exposure. I’ve long told my clients that in today’s crowded digital world, the secret to social media marketing is simple: Make it a priority. It can’t be handled as an after-thought by some intern or an over-worked employee; it needs to have the right strategy — and team to make it happen. Why? I’ll tell you:
Social media is not a one-size-fits-all proposition. Not all content will appeal to all people, right? Well, the same goes for social media. Just because you do one thing on one social media platform, doesn’t mean it’ll work on the others. Instead, strategy and unique execution for each platform is critical if you want to succeed. Creating stellar content is only one part of the equation; getting it out there is the other. It’s the old adage of, If a tree falls in the woods, does anybody hear it? Well, if you don’t market it in the right way, no one will.
There are a lot of tools out there to help steamline social media updates by connecting one account to another so that when you post on one, that same post automatically appears on the others. These automation tools are great for those who just want a social media presence with no expectations or KPI’s. But for those who need real results, I caution against them because they make it all too easy to just post the same thing everywhere, without giving thought to each platform’s nuances. Instead, it’s much smarter to have an actual plan in place for each platform — how often you’ll update it, what kinds of updates, voice/tone, special events, an actual edit calendar — and the team in place to execute on it. Facebook demands different types of updates and frequency of updates than, say, Twitter or LinkedIn — and it takes a lot of time and work to really make that happen. This is why I am always preaching about not getting too far into social media if you’re not willing to dedicate resources (read: time and money).
The PBS article outlines this well because it shows how much thought they give just to Facebook, never mind all the other platforms they’re on. From geo-targeting posts to updating 24 hours a day, they have clearly invested the resources needed to think through a strategy for getting the most out of Facebook, and the team to do so.