What do you do when you are in a bar or at a party and someone comes over and starts talking to you about themselves? You know the sort - me, me, me and for good measure, they add even more me with a dash of me on the side! I don't know about you, but when that happens, I am out of there and make a point of avoiding that person again. What do you do?
Just remember how that makes YOU feel, and what impression that gives YOU of that other person. [I want you to hold that thought for a moment]
So now consider social media. What do you do when you see people or companies just talking 'me, me, me' or 'us, us, us' on whichever social network you use? You know the sort of posts/tweets and updates...
'this is what WE do';
'this is what WE have won';
'look at US, aren't we fantastic';
'these are the services that WE offer';
'buy OUR products'
..........that get posted ALL THE TIME. They don't add much to their streams, they don't engage with anyone, in fact they only talk about themselves.
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Usually you will find these people in two ways - first you will have connected with them in some way, or secondly they will have approached you to connect with them.
[Now bring back that thought from above] What do you then feel like doing when you see this on LinkedIn , Twitter, Facebook, Google Plus etc? Do you walk in the other direction, or do you give them the benefit of doubt, and accect their connection?
I know what I do..... I do the same as at the party - I am out of there --> unfollow, disconnect, unfriend, remove from circles etc. There is way too much interesting stuff on the social channels without having to 'listen to' their relentless social MEdia crap!
So what can you do to make sure you are not a social media pariah? Here are 7 ways to ensure your content strategy is not social MEdia
1.Be Interesting
Would you follow, friend or connect to someone you didn't find interesting?
Would you read something (or click on a link) for something you didn't find interesting?
Don't EVER post a LinkedIn update, tweet, update Facebook or share with your Google Plus Circles, ANYTHING that you find boring. The rule of thumb is easy - if you find it boring then so will your audience.
2. Go To That Extra Website
When collating your content to share across your social networks, take an extra five minutes to visit a couple more sites. Explore just a few more links - and don't stop until you see something that gets your attention. If it gets your attention then it will get the attention of your audience.
3. Don't Be Afraid To Change The Headline
Just because the web content or blog post has a title, don't be afraid to change it. There are no restrictions to doing that - especially if you think a different title is more relevant. You might see a boring title but a great post - if that is the case, change it! (Just remember to credit the author in the update.)
4. Use Tools To Find Interesting Content
LinkedIn Today - we all use LinkedIn every day. But when did you think about using the service that LinkedIn are creating to find you relevant content to share? Click on the LinkedIn Today link just above the images (see below) and you will enter a whole world of good content.
Remember the rules though - only share interesting articles. Just because it is on LinkedIn, it doesn't make interesting.
Hootsuite is a fantastic way to find great interesting content to add to your mix. You can search for #hashtags, keywords, industry words, people, bloggers - the list is endless, and find great content interesting content that is being shared. Scan through the boring crap and fish out the gems. If you use Chrome, download the Hootlet plugin, which you can use to share web pages you come across and like - with just one click of the browser extension.
Feedly is one of my favourites. It is a truly brilliant and easy to use tool to find and 'collect' blogs and web content via RSS feeds. It gives you further suggestions to blogs you already like, ideas of content to read. More importantly for me is that is is very easy to scan read, and filter only the interesting content to share.
#TagBoard is a new favourite of mine. It aggregates content with the same #hashtags from Twitter, Facebook, Instagram, Pinterest, Vine, Google Plus etc all onto one board. #Tagboard makes it really easy to find the interesting content.
5. Create YOUR OWN Interesting Content
This is the bit where the 'us, us, us,' companies 'excel' <insert sarcastic raise of the eyebrows> - and the bit where you can make a real difference. Writing content does not have to be a licence to continually tell the world how good you are all the time, or just talk about selling your products/services all the time. That would just be boring, wouldn't it!
The industry you work in is multi-dimensional, full of a whole myriad of interesting things. Write about them. Give opinion, insights, share your experiences, share other people's content that you find interesting and above all write content that you would find interesting to read!
Interview other people in the industry talking about their experiences (not yours).
You don't have to limit your content to writing - pictures, video and audio also work very well. Here are some more ways you can share content.
6. Act like a DJ - mix up the content
I was going to use the phrase social media DJ in the title, but then thought that sound s***! But in reality that is exactly what you should be doing - taking the tracks - the blog posts and the articles that you like and find interesting, and then mixing them up and sharing them with your audiences.
The skill of this new role, is to make sure you mix up your own content with all the others you have found. Make it an interesting soundtrack to listen to.
7. Don't Mix One Track, Make An Album
Make a great compilation album - one that be 'listened to' over a long period of time. Keep adding content to the album and be consistent with the quality. As soon as you start sharing the boring stuff, then people will switch to a 'new album'! Keep the content fresh and interesting.
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Get that content plan in place and start creating blog posts, video's and images for your album. It take artists months to create an album full of good tracks - writing content is no different. But instead of saving all the tracks for one 'album', get a couple out there each week. Give your audience the good stuff and let them enjoy them.
And just like any good music producer does - consign the bad and boring stuff to the editing floor!
Now, like anything good it takes a little time to get into the groove. Creating content is not always easy and it can take a little work to establish the people that will create content for you in your organisaion.
But remember the mantra - if you find some thing boring then so will your audience, so don't share it with them!
I work with recruitment agencies and corporates to help them understand and leverage the different social media networks to improve their recruitment strategy, recruitment process, candidate attraction, employer branding and content marketing strategy.
If you require guidance, advice or social recruiting training, get in touch today.
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