Social Media and Content Creation Best Practice

12 Mar. 2013 - - Total Reads 11,158


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: 11.2K

Share this
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

GPT Group
Federation Square
Melrose MCT
Mecca Brands
Rock Pool Group
Grow Your Business
Dial Before You Dig
Fairfax Media
Tek Ocean
Amino Active
Castran Gilbert
Van Egmond Group
Etihad Stadium
Thomson Geer
Peter Mac
Loan Market
OMS – Order Management System
Palace Cinemas
Toy World
DUSA, Deakin University Student Association
The Royal Melbourne Hospital
National Museum of Australia
High Street Armadale
SwinBurne University of Technology
Watches of Switzerland
Melbourne Heart
Melbourne Sports and Aquatic Centre – MSAC
Natralus Australia
Celebrate Health
Royal Freemasons
One Shift
Mark Alexander Design
Carlton Football Club
Street Kitchen
The Fortune Institute
Cooper Mills
Australian Organic Food CO
Vitura Health
Bondi Sands
Catholic Insurance
ADP Payroll
Parker Lane
White Suede
Macmillan Publishing
Brisbane Times
Vendor Advocacy Australia
Boston Consulting Group
Heat Holders
Melbourne Central
Mamma Lucia
Ubertas Group
Bulk Nutrients
Unsw Australia
Acquia Certified Site Builder Drupal
Think & Grow Rich Inc
Hairhouse Warehouse
Passage To India
Herbert Smith Freehills
James Buyer Advocates
Aqium Gel
CSquared Executive
Microsoft Certified Azure Fundamentals
Instant RockStar
The University Of Melbourne
Australian Anthill
Melrose Health
Green St Juice CO
SMH – The Sydney Morning Herald
Wild Rhino Shoes
ISO Certified
Grays Ecommerce
Fresh Cheese Company
The Age
Engine Swim
131 Pizza
DeeWhy Market
Matchbox Homewares
21st Century Australia Party
National Relay Services
Tomorrow Stars Basketball
Florsheim Shoes
RMIT University
CB Richard Ellis
Victorian Government
Plan It Sync It
Associated Press
Passage Foods
Magento Solution Specialist
Focus On Furniture
Bank of Cyprus
QV Skincare
NMI Insurance
Marshall White
Buy Aussie Now
Craft CMS
McArthur Skincare
Australian Government
Dinosaur Designs
Positive Poster
Arthur Galan
Atlantic Group of Companies
SunSense Digital Agency
Adobe Professional
French Tables
Cell Therapies
LBG Australia and New Zealand
Moov Head Lice
Federation University Australia
Bintani Australia
Engineers Without Borders
King Wood Mallesons
Sunday Creek
Australian Physiotherapy Association
Switzer Media+Publishing
Oakdale Meat Co
Ego Pharmaceuticals
Sports Power
POSTER Magazine
Arc One
The Burger Cheese
CAN- Common Wealth Bank
Viktoria & Woods
The Canberra Times
Cronos Australia
Smart Company
Madman Entertainment


Our business felt dramatically behind online before starting with AndMine. The team there helped us maintain, update and grow our website presence with ease. In addition to developing our online store and beautiful hair competition website in record time. They make complex IT marketing trends simple to understand with superb service; they are a true pleasure to work with. Ben Kennedy, Nicky Clarke (UK)

More Testimonials