3 Ways, 1 Solution: How To Keep Your Social Content Edgy AND CleanFebruary 25, 2015
When consulting brands on social media content strategy, the number one question I always get is “Yeah but….what kind of content works?”
As a marketer, I can read between the lines here. What I’m actually being asked is “How do I balance the type of creative content that attracts, without stepping over boundaries?
This is a really telling question: we marketers want to be edgy and exciting…but we’re also a little timid after seeing career-ending train-wrecks that stemmed from a simple ‘joke too far’.
But there’s good news! I actually LOVE getting this question, because the solutions are simple and effective.
Here’s three ways how (and see if you can find the pattern!):
1. Know How Your Audience Talks
The absolute BEST (and most obvious) step is by knowing, beyond a doubt, what your audience’s barometer for “too far” is. How can you find this out? When you track and follow your audience’s social behavior, you can see the type of language they use in their everyday interactions–making it much easier to mirror content that is engaging, while avoiding the type of slogans that set people off.
Solution: Social Media Tracking. Good social media tracking tools will even highlight the top mentions, #hashtags, and key phrases used by your audiences.
2. Focus On The Negative
Maybe not what your life coach would say. But focusing on what people don’t like about your brand and prior content is going to help you gauge what ticks your audience off. The value in this is two-fold: it helps you become more responsive to any audience issues (helping your brand’s long-term loyalty), and also helps you steer clear of mentioning the type of junk your unique audiences hate.
Solution: Social Media Tracking, yet again. If your main goal for social media is customer experience, look to social media tracking tools that also provide Sentiment Analysis. But even as a content marketer, social media tracking and monitoring shows you the words, phrases and conversation topics that you should avoid at all costs.
3. Be OK With The Generational Divide
We all have a sense of humor. But, as a young(ish), content marketer that works in a social startup, I have a very different sense of “what’s appropriate” than my mother, who works in a formal, government contracting office. This is where knowledge of audience demographics becomes a MUST. Generational differences denote content as much as channel when it comes to social media. Even breakdowns like gender and ethnicity can do wonders for content that is both ‘fun’ and ‘respectful’ to all of your communities.
Solution: DING, DING, DING! You guessed it: Social media tracking!
By now, you probably realize that social media tracking is the one solution to rule all. Top social media tracking tools also include audience demographic insight, allowing you to break down the right messaging for the right people–across every social platform and every campaign.