Custom Content Drives Social Media
I had a wonderful meeting yesterday with a prospective new association client that once again reinforced the fact that custom content is the key to any social media campaign.
One of the first questions we heard yesterday and often hear from other organizations is “we have a Facebook and Twitter page but we’re not getting much response so what should we do next?” Inevitably, organizations are still living under the impression that if they build it, they will come. With good intentions, but without a strategy and more importantly the resources to care and nurture for a social media campaign, the results will always be underwhelming and disappointing.
Social media is about conversation. It’s not a one-way medium for pushing marketing messages and products at anyone who will listen. This is a flawed and fatal strategy. That’s where custom content is crucial to the success of any social media campaign. Meaningful, thought-provoking and continuous content is the primer for conversation between organizations and their target audiences that leads to meaningful engagement.
Over the past few months, we have the privilege and excitement of working with several Fortune 100 clients in building a comprehensive social media strategy and then executing them on a daily, sometimes minute-by-minute basis. The results have been beyond their expectations and goals making them true believers in the power of custom content and social media.
