WHAT TO SHARE ON SOCIAL MEDIA AND WHY

If you’ll only remember one thing from this post, let it be this:

What to share on social media

 

Now, let’s dive deeper.

 

#1. SHARE WHAT WOULD MAKE THEM FEEL SOMETHING

Let’s look at why ideas spread.

In the book Contagious by Professor Jonah Berger from the Wharton School of Marketing, Professor Berger breaks down why some ideas garner traction and some don’t. (If you are a marketer for your business, we recommend reading this book! – Or any of his work.)

Here are some of his findings:

People will share content because of:

  1. Social Currency: The content allows someone to seem informed, intelligent, progressive or anything that could resonate with their identity.
  2. Triggers: What keeps people talking about things after the fact,
  3. Emotion: Ideas that spark happiness, anger, sadness, whimsy will be shared more than ideas that don’t.
  4. Practical value: It’s built into our DNA, help them survive, and it will thrive.
  5. Story: Information can travel under the guise of what seems to be a story.
 
 

#2. SHARE WHAT THEY COULD SHARE?

For any brand, the goal is to reach a point where your audience will become the superfans who will tell others about what you do. Once you reach this point, your brand will be ready for lift-off. So, sharing things that will help your audience spread the idea of who you are is a way of getting ahead.

Whenever we work on content marketing campaigns, we want to get to a point where we can answer these two questions:

  1. Why would they share it?
  2. What would they say?

In doing this, we reverse engineer the content to help the client understand why the need for the content exists. It is not always evident because we are usually so close to our operations that we underestimate the importance of underlining the benefits for the user. Another way of looking at it: If we live inside the bottle, it is impossible to read the label.

So before you share content with your audience, ask: “Why would they share it?” Be realistic and test your content and creativity against this question. If you can see a world where the practical value, social currency, emotional value or story could validate the sharing, ask:” What will they say?” Physically type the WhatsApp message like: “Hi John, these guys will install your solar system for free!” Again, test your content and creative assets against this question and revisit it if the message needs to be clarified.

#3. PROVIDE VALUE

If you want your brand to be associated with a value proposition, you should share that value with your audience. Help your audience by giving insight, saving them time and money.

To be the go-to guy takes time; it is a marathon, not a sprint. Become the leader in the field by showing why you are the best guide for the user. Over time, this will allow you to decrease your paid spend budget and let your brand do the work for you.

Marketing vs Branding

If you manage to make it past this image, we can dive deeper:

#4. PROTECT YOUR "HOW" BUT SHARE YOUR "WHY"

The real value of your offering is in your proprietary processes. The “IP” you have created from years of experience in how you solve someone’s pain. When sharing content, you should only share what shows the possibility for your audience and not the “IP” itself. It is dangerous from a business continuity perspective. Remember, “Loose lips sink ships”. Ensure your team knows the boundaries in which areas can be seen as practical value adds and which is internal IP. Conversations like these will also help you with your R&D when setting goals and focusing your resources.

When sharing, always show your customer as the hero in the relationship and yourself as the guide.

#5. SHARE SOMETHING TO ACT UPON

Ultimately, you want to share content that will increase three things from least important to most important:

  1. Awareness of who you are and what you do.
  2. Engagement in any way. From digital engagements like “(likes and comments)” to relational engagements like a meeting, a demo or a phone call.
  3. Conversion from a non-client to a client (to a brand advocate to a superfan).

 

#6. A LIST TO GET YOU STARTED

  1. Client Utopia: Showcase what a client could have. Show them as the hero and show yourself as the guide to get them there.
  2. How-To Guides and Tutorials: This can include how to use your product or service.
  3. Lists and resources: Practical value for your client will serve you well.
  4. Testimonials: Word-of-mouth marketing s still 10 times more effective than your product features. Use happy clients to garner some of this traction in your favour.
  5. Behind The Scenes: Lift the vale on what things are like behind the scenes.
  6. Employee Spotlights: If trust is a goal, show the faces of the ones responsible for building it.
 
 
 

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