Relevant Content For Social Media. Sanjay Mehta, Joint CEO, Social Wavelength (@SM63) explores and teaches how brands should be and can be relevant to their audience in social media - in 140 characters.
CHECK OUT OUR BUY ONE, GET ONELATEST RANGE, NOW FREE!! YOU CAN’T GET AIN THE STORES!! BETTER DEAL, CAN YOU??So when these come on and 20% OFF THE THE VX MODELENTIRE RANGE… GIVES 24 KMPL!ONLY TILL JAN THE BEST IN CLASS26TH!! IN IT’S RANGE!
Why does Social Media content seem like it’s markeIng copy?? • Because most social media acIvity is markeIng driven • And there is a strong markeIng legacy • This is the one way copy has been wriOen by marketers forever! Old habits die hard.. • Except it doesn’t work now.. At least not on Social Media
I am not here for I get enough of this your markeIng wherever I turn – spiel TV, hoardings etc..! I have come to Here I can unlike, social media to get block, ban, report away from these! spam..!
38 million acIve Indian Facebook users… • .. Are NOT tuned into your Facebook page • They come there by choice • Or they got lured there by your ads • BUT they are NOT obliged to see your posts, or like them, or even like your page itself • They can ignore.. That’s bad • They can unlike.. That’s worse • They can bad-‐mouth.. That’s worst • And the reality is.. They can do ALL of those!
Which means.. • You need a beOer content strategy on social media • You need to give a lot more respect to your fans, and others who access your content • You need to fundamentally oﬀer value to them • Value could be of any type – informaIon, entertainment, services, love, respect, help • In short, you need to be RELEVANT to your fans
Another reason for being relevant? • The Facebook algorithm – this phenomenon called Edgerank • “If you are not interesIng, you will become even less interesIng..” – yes, ironical as it may be, Facebook is unforgiving and ruthless.. • Fix, or become totally irrelevant
So what is the meaning of relevance? • So, you are an FMCG company… • Just to be ‘relevant’ to your fans.. • And because they like these topics.. • Will you start talking about: • Anna Hazare, Sunny Leone, Rahul Gandhi, MayawaI, Saif-‐Kareena, Sachin Tendulkar, etc.? • Relevance for fans, NOT at cost of relevance for brand..
What about EmoIonal Connect? • Is it possible on Social Media? • “Will you miss it, if it’s gone?” • Let’s look at another litmus test… • 2-‐3 months into the existence of a brand Facebook page.. • Will your fans recognize your content to be yours, even without your DP / brand name??
So what should your content plan cover? • Evolving a theme – a kind of raison d’etre for the brand, on social media • Theme: content rich, long lasIng, interesIng, good angles to branch out to, storytelling • Easier when a tagline lends itself: Just do it • For rest, say Titan: Always on Ime • Coke: Life’s a ﬁzz, or VW: A Smooth Ride
Once a theme is in place • Figure out broad manifestaIons on content • What kind of a person would talk this? • Deﬁne the personality of the talker • Stay consistent to the personality • Stay focused on the content style • Find a way to weave back brand agenda • Review regularly, tweak, improve -‐ ongoing
And is it working? • Facebook insights: Data, data, data • Benchmark key numbers • Tweak • Long term consistency
In Conclusion, remember.. • You are taking a live lecture • You are performing to an audience • You are entertaining in real Ime • It is indeed your reality show • And the audience can either stay or go away!