“Content is king” is the age-old phrase when it comes to social media marketing and I’m sure it was coined by a marketing whizz. The truth is that social media content provides the foundation of a thriving social presence but that can only go so far, especially if you’re the owner of a lesser-known brand.
Image credit: jeffbullas
Why the fuss of social media content?
A wise man (Gary Vaynerchuk) once said “Twitter is the only social media network, all of the other are content platforms”. Now, to the untrained, this might seem like a strange comment, but as a business, this is absolutely true. Only on Twitter can a business actively seek and interact with current and prospective clients and collaborators. Over other platforms, you can only interact once someone has interacted with you, i.e. if they comment on a Facebook post, for example.
Since Facebook has been the mother of social media for a decade, most company’s first forays into the world of social media was on the Zuckerberg juggernaut. This meant that for most, social media represented another channel through which to distribute its promotional content to its fans and would be fans. Sooner rather than later, brand realised this approach was met with a fairly frosty reception and the art of using a friendly ‘voice’ and value-adding content became far more important!
Suddenly, social media content became ‘king’ and everyone lived happily ever after… BUT, interaction, actual communication with individuals over Twitter is an incredibly powerful function of the platform and one upon which many brands fail to capitalise. The opportunity for smaller brands, therefore, (who know what they’re doing!) is massive in both terms of growing the brand AND in actual lead and sales generation.
The key is to think of social media content as the foundation of your strategy and online presence. Use it to amuse, inform and update your audience and it will grow – find or create something really sharable and you might grow it very quickly! We know that well-run competitions grow brands effectively as does effectively targeted Facebook promoted posts, but have you unlocked the power of interaction?
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