Content and Context

The right content for your social marketing strategy

When it comes to social interactions, what you say and how you say it will ultimately determine how the audience reacts to you. Because social media marketing is a fast way to connect which often appeals to customers, it is crucial that you promote your brand effectively.

Effective social marketing depends on the content and the context that it is held in. While it is possible to post valuable information, how it is held and its relevance to the life of your target market will affect how they respond to your brand.

What you say matters to the audience (Content)

The audience is always listening, but for how long is the ultimate question. Postings on social media will only last for a short time before they pass on. And due to the high-speed that technology provides, the average attention span is only about ten seconds. That gives you only moments to gain the attention of the audience- and hold on to it. 

Does the audience enjoy what you have to say? How do they react? The use of analytical tools has proven invaluable for any online marketing strategy. Use these to tune your content and adjust to current trending topics. What content is appreciated by the audience? What are their reactions? Remember that no reaction is the worst reaction there is. 

While getting their attention is most valuable, proposing that they share that information is just as important. Social media is an opportune chance for word of mouth marketing strategies, especially since valuable and attractive content is more likely to be shared through viewers to their friends.

How you say it matters just as much (Context)

While content is invaluable, there is also the importance of saying the right thing at the right time- in an effective manner. Consider the last thing you posted. Was it valuable content? It may have been, but that doesn’t mean that it was conveyed at the right time or even proposed in the right light. Even a beautiful painting can be viewed as a poor piece of art when it’s in the wrong place at the wrong time, or seen by the wrong crowd. 

Context has many aspects, some alluding to timing and others to clarity. With trends changing all the time, posting viable material needs to be done at the right time. Timing is basically the exterior part of your content, and is best achieved by knowing your audience and anticipating what they will want to hear at a particular time. 

The interior of context lies within how your post is perceived. It is possible to have a viable subject, but be unable to get the message across to your audience. To avoid this, clear and concise language that avoids confusion is a practice that should always be utilized.

Combine the two

One specific issue that many professionals incur is that they post only what they want to hear. They talk as though they were talking to themselves, not to an outside party. While you may seem like an authority in your field, it can detract from your social experience, especially since most individuals will only appreciate what they can comprehend. Speak to the audience- not over their heads. Avoid technical jargon that can confuse or even belittle your audience (it is good practice to explain and educate the audience where necessary). 

Additionally, clarity is of the utmost importance. Are you posting facts or opinions? Differentiate what is fact and opinion when you say it, since the audience will always have its own unique perception. Always ask yourself how they will view the content. Will they take your word for it or are you opening yourself up for discrepancies. Also, keep in mind that one of your primary goals is to establish your brand’s expertise. In order to maintain authority in your field, you will need to make sure that you keep your facts and opinions separate.

“Keep in mind that each social network has its own specific audience.” [tweet this].

The Twitter audience may not want to view your Facebook material or your Linkedin network may not enjoy your Pinterest boards. Each audience needs to be addressed specifically. And while the content may be the same, this is where context affects your social marketing strategy the most. 

How you engage your audience depends on your content and the context in which it’s understood. Be sure to utilize your social tools effectively and apply the uniqueness of your brand to your social marketing strategy. As long as your brand’s social content is held appropriately within the context of your specific audience, those that see will react and continue to offer you their valuable attention.