It's a brand new year, and marketers, writers, and anyone with a Twitter account are all working out what comes next. Storytelling, timeliness, data, and big-picture planning are all going to be huge pieces of the 2015 social media pie. Here’s why:
Starting in January 2015, Facebook will be rolling out an algorithm change on their News Feed. While the goal of the Feed has always been to show people what they want to see -- including stories from businesses and nonprofits -- Facebook surveyed hundreds of thousands of people to find out what may have seemed obvious: people want to hear more from their friends, not from businesses.
What does this mean for your organization?
It’s no secret that Facebook is making it harder for content creators, but that’s because so much of what’s written is intended for billboards, not engagement. The algorithm change means marketers have been scrambling to create strategies to save their pages.
While most people think they’re only path forward is to drop money on Facebook ads, or leave the site altogether, others are asking the question, “What can I do to be a better writer?” While the answer sounds complicated, it doesn’t have to be. Tell stories. Collect consumer generated content. Build relationships. Take advantage of the fact that social media is the first ever two-way communication platform for marketers.
Organizations, brands, and campaigns put a lot of emphasis on making sure pages are up to date and active. While it’s important to stay active, the timeliness and meaningfulness of your posts is more important than posting for the sake of posting. Is there urgency? Is there anything that people should consider taking action on NOW? Or, would you, the writer, even care if you saw the post in your newsfeed?
Being timely with content means knowing what to write when. Current events are current now, and ignored later. One great example of this is Oreo’s 2013 Superbowl Tweet, which was posted shortly after the power went out at the New Orleans Superdome. It’s gone down in history as one of the best Tweets of all time. Less prolific examples might revolve around emergency response or pushing your organization’s mission when it becomes relevant in the news.
Do you create great content for people to like/share/favorite/retweet? Or do you want them to click through to your website? Do the number of likes and shares a post get define success, or the number of email signups?
These are all important, but what’s going to matter more as people create content more intelligently is how this information is collected and analyzed. Do you have your social media connected to a database? Are you collecting audience information? Are you split testing your work? Do you have remarketing code on your website? These are all questions that content creators will not be able to ignore in 2015.
In our earlier post about social media strategy, we outlined the importance of it tying into an organization's overall mission, as well as its digital strategy. Social media cannot exist in a vacuum for it to succeed. Unique content production (as opposed to simple regurgitations of press releases), storytelling, and data have to all be connected to the organization as a whole.
2015 is going to be a great year for storytelling. At Veracity Media, we specialize in making sure content moves in meaningful, targeted ways to grow your organization both on and offline.
If you’d like to hear more about how we can help your organization, fill out for the form below. One of our digital strategists will be in touch!