When I develop social media content for a client I am chuffed to bits when I get comments such as ‘Wow! How did you come up with that?’ or ‘Great! You really nailed what we are about!” My intention here isn’t to blow my own trumpet, but to dispel a myth about writing for social media.
Despite what 90% of social media consultants will tell you, social media is not about fantastic new channels. It is not a magical solution for poor products, it is about finding new ways to deliver great content: with the accent on great content.
As a sometime researcher for the BBC I learned my most three most valuable lessons to producing great content: research, research, and research.
I work often with new big corporates trying to find their way into social media. After years of corporate jargon, these companies often struggle to get to grips with the core concepts of the new rules of marketing and pr. But they have one big advantage over startups: a history, a legacy. In short: stories.
So before I get busy with strategy, before I get online and do my social media research, I speak to the people, informally, wherever possible. I do interviews. I look for the human element behind the product or service. I grab
corporate brochures and scan the site. I ask for employee focused newsletters and messages, annual reports, studies; anything that will help me better understand where the company comes from.
Understanding this means you can get a grip on how best to craft great social media content. Research is not glamorous. It is sweaty and time-consuming work. But it is a content director’s stock in trade. And because the social web is all about content – it is also the difference between social media success and failure.
