Social Media and Content Creation Best Practice

12 Mar. 2013 - - Total Reads 9,237

With more people around the world getting online everyday, digital marketing is becoming even more powerful. Social media in particular is playing an ever-increasing role in digital success of any product, service or campaign. Platforms such as Facebook, Twitter and LinkedIn have evolved from local networks to global channels. Tapped into correctly, they can provide a return on investment unthinkable even a few years back.

But together with this potential, exists the undercurrent of pseudo content that degrades the worth of online channels, imposing barriers for sustained success. Off shore reviews, timeline content or even worse, fake friends and followers are some examples.

Social Media and Content Creation Best Practice

Have you ever felt while reading an online review that it was staged? Or, did you ever feel that there is a sudden though odd increase in support for a product, service or campaign online? Sometimes it might even have made you wonder that a certain brand had a surprising number of followers. This case looks even more obvious when you find that the page for that particular product, service or campaign has insignificant number of comments while they have unbelievable number of likes or followers (A good rule of thumb is 0.5 – 1% of a real fan base comment or like a post).

This practise has been recently observed in Facebook and Twitter where we can see an incredible swell in the number of followers in an unbelievably short span of time. One example is when US presidential hopeful Mitt Romney’s Twitter page collected over 100,000 followers on one single day last July.

The problem stems from a combination of variables. Support does assure an initial good impression – therefore, it is a lucrative business for off shore armies – designing packages like those that create millions of fake profiles, often copying part of legitimate profiles to aid credibility, offering 10,000 likes for $19.95! On top this, the significant influence of Search Engine Optimisation (SEO) rankings and content creators provide equally large incentives.

Now the question is, is there any value in these low cost alternatives? The answer is yes, but with a considerable warning. If you are not incredibly savvy about the inherent value and potential dangers of illegitimate content or followers, it can have a long-termed detrimental effect on your business. You even need to be aware of the onshore providers outsourcing your work for incredible mark-ups. In the end, nothing beats well earned and real supporters, who will be engaged by your online strategy and become positive advocates of your brand reputation.

There are no short-cuts to your online brand management, social media popularity and content strategy, as such. But done right, you can create consistent new online channels to promote your brand. Here are our top five tips to achieve this goal:

(1)   Plan: Plan out the content strategy for your product and/or service at least 12 months in advance. Make sure that you stay true to your brand values and developing online character. Incorporate a good mixture of campaigns, general discussion, competitions, advertising and affiliate networks. It is always good to know where your visitors are so that you can customise your products/services to local regions.

(2)   Be your brand: Interested followers are the ones you have relationships with. If everyone else is talking about a particular current event, add a creative, on-brand slant on the topic, or simply post about something else. Think of your brand online as a person with a consistent character with a touch of liveliness. It can mature in time, but the personality shouldn’t jump around.

(3)   Listen to your audience: Not just online, but at restaurants, offices, shops, salons etc. Social media is all about transparent brand recognition so listen and respond to both the positive and negative opportunities. Don’t just monitor the social channels you have a content strategy for, search consistently or purchase a cost effective software tool to help monitor in near-to-real time, to hear discussions of your brand transversely, over all online platforms. Transparency is a possible key to success here.

(4)   Go the extra mile: More and more people are getting socially savvy. Stories that inspire often have similarities to old-world service. Go the extra mile and truly connect with your customers and clients. You will convert followers to advocates and constantly build a positive brand reputation.

(5)   Avoid Fakery. Buying fake followers or fake reviews will not benefit your brand for long term. People are becoming more and more aware of fake stories, reviews and profiles. It’s like the old buyer beware warning: If it is too good to be true, it often is. Be genuine. Then the clarity you provide to your audience and your analytics will be real, measurable as your channel grows bankable.

It is obvious that social platforms are worried about their revenue a lot more than mitigating grey and black hat content. However, we will also see platforms become more responsible and close the gap for our very human need for transparency. For example, Facebook is rolling out Graph Search, which will bring another level of clarity to ‘real’ endorsements.

I know it may be alluring to have hundreds of thousands of Facebook fans, twitter followers and farm out your business reviews so you can have a hot rating, for, say for your restaurant on Urban Spoon. But as people and platforms become more attuned to counterfeit content, steering clear of it in the pursuit of genuine strategy will at the end bring in sustained and long-term success for you.

 

Michael Simonetti
Posted by:

Post Reads: 9.2K

Share this
Comments
Fotomedia Said :
"This is a great post! Thanks for posting it here I have learned a lot. Good job and hope to hear more on this."

Trusted by

Atlantic Group
Coles
Australia Goverment
Canberra
Rackspace
National Museum of Australia
Sports Power
Marshall White
One Shift
GPT Group
Ubertas Group
Natralus Australia
Melrose Health
University of Melbourne
Paypal
Green St Juice
Australian Physiotherapy Association
Telstra
Elucent
Appstore
Rydges
Castran Gilbert
131 Pizza
Smh
GooglePlay
OJAY
TPP
High Street Armadale
Madman Entertainment
Tony and Guy
Grow Your Business
Jetstar
Ego Pharmaceuticals
Switzer
Iso 9001 2015
Fresh Cheese Company
Ebay
Melrose MCT
Grays Ecommerce
Bondi Sands
Fortune Institute
Unsw Australia
Royal freemasons
POSTER Magazine
MSAC
Engine Swim
Van Egmond Group
Schiavello
Melbourne Heart
Vendor Advocacy Australia
Victorian Government
Macmillan
Watches of Switzerland
Focus On Furniture
Digital Agency Panitsync
DepSkin.com
Novvi
ADP Payroll
WTFN
LBG Australia and New Zealand
The Age
Fairfax Media
Google
Instant RockStar
Aqium Gel
Mamma Lucia
Tek Ocean
Hairhouse Warehouse
Maxine
MyAccount
Shell
Toy World
Chia
Dial Before You Dig
Palace Cinemas
DeeWhy Market
Brisbane Times
Eway
Drupal
vissf
tribe
Crumpler
The Burger Cheese
White Suede
Loan Market
Amino Active
Microsoft-certified-azure-fundamentals
Dinosaur Designs
Bigcommerce
Nmiinsurance
Swin
Bulk Nutrients
TSB
Magento
Hanover
AC/DC
Fed Square
Anthill
James Buyer Advocates
Arthur Galan
Scrum
MAP
Liveoneday
Grow Rich
Positive Poster
Parker Lane
Rock Pool Group
Kay Burton
Etihad Stadium
BlackMores
abc
Moov Head Lice
Viktoria + Woods
Arc One
Metricon
QV Skincare
Smart Company
Melbourne Central
Acquia Drupal Certification
CSquared Executive
ISO Certified
Dusa
Bintani
iPrimus
Matchbox
Uber
Bank of Cyprus
National Relay Services
SunSense Digital Agency
Jalna
Max
Movember
21st Century Education Agency
Oracle
RMIT University
Tassal
CAN
Engineers Without Borders
Ello
Magento Solution Specialist
News
OMS
CBRE
Forbes

Testimonials

Michael has a wealth of knowledge in business development and management, especially online businesses. His passion and experience in this fast growing and emerging industry is unrivalled.

Dr Viet Le,Lecturer at Swinburne University

More Testimonials
AndMine-Google-Partner-Signature