4

If you use a social media agency to create your brand’s social content, they won’t want you to read this, but who cares.

Your Social Media Agency Doesn’t Want You Reading This

Last week, I was getting my hair cut at the barber shop I’ve been going to for five years. I go there because the owner is focused on creating a cool, high service environment, there is reasonable stability among its employees, and it is close by.

Business seemed slow, and the conversation between the person who cuts my hair and another long-time employee turned to social media, in part, because they know I do “something with social media strategy.” Talking about the social media agency the owner hired to create social media content, they expressed their frustration over what was being posted on Facebook.

The big complaint was the posts either weren’t accurate (i.e., on how frequently to get a haircut) or seemed odd (a Jim Morrison quote about haircuts and mistakes).

I quickly started looking at the Facebook page. I subscribe to it, but hadn’t noticed ANY of the updates from the place’s page (I know, surprise, surprise).

The problem was clear in an instant.

On the surface, the content was VERY much in category. There was an Earth Day post of a guy whose hair and beard were green. There are quotes and pictures related to men’s’ haircuts and shaves.

Those all make sense.

Nothing on the Facebook page, however, related to the barber shop’s brand experience, personality, or people – all the things that set it apart and turn people into loyal customers.

It was if the new social media agency simply posted generic content on men’s haircuts without any other thought about how the brand related to the content. The social media agency has gone the easy route (creating external relevance) without doing the hard part of content marketing – appropriately integrating the brand so there’s a reason for current or prospective customers to care about the content in any meaningful way.

Great-Content

What Social Media Strategy Includes

This gap between content and a meaningful brand connection is common. It’s why we advocate developing a content strategy implementing the right mix of:

  • Your audience’s interests
  • Intriguing content
  • The appropriate level of brand presence.

There’s no one answer that works for all brands or even all content a brand creates.

It doesn’t work, however, to just see what your competitors are doing and launch into content marketing or simply start sharing content about what you do. If a social media agency advocates sharing content right way and figuring out the right mix later (if ever), you’ll just be wasting time/effort/money and probably making a BIG mistake that could cost your brand even more.

If this is the path you are one and want to see just how far your social media agency has led you astray, download our social media strategy diagnostics eBook and find out for yourself.

You’ll quickly realize the difference it would make to work with a partner who understands both brand strategy AND social media strategy.

That combination turns social sharing into business results. - Mike Brown

 

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When was the last time you invested 45 minutes to check your social media strategy?

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question. Any executive can make a thorough yet rapid evaluation of nine different dimensions of a social media strategy with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Yesterday we explored taking an outside-in approach to planning a blog or content marketing editorial calendar. This social media strategy helps determine the relevant length an editorial calendar should extend based on the audience’s perspective.

As you identify audience-oriented content topics, here are three important questions to ask as you consider where the topics fit on the content marketing editorial calendar:

  • Will the audience be thinking about this topic as it’s happening?
  • Will the audience also be thinking about the topic sooner and / or later than it’s happening?
  • If they will be thinking about the topic at other times, when will that be?

Beyond simply identifying audience-oriented topics, these outside-in timing questions help improve how to sync topics with when the audience is actively seeking information or related content about those areas of interest to them.

Three Examples of Outside-In Timing and New Content Marketing Opportunities

Crowd-STL

1. One Event, Multiple Opportunities to Share Content

As we were developing the blog editorial calendar for a client in the market research field, it was clear their target audience operates on an annual cycle. We identified early fall as a time when the market research firm’s clients would attend the largest market research conferences. This is a natural time to talk about our client’s conference participation. Importantly, though, we also identified their clients as thinking about conferences mid-summer (“How to Choose the Best Market Research Conference”), immediately before them (“Getting the Most Value from a Market Research Conference”), and right afterward (“Top 10 Learnings during Conference Season”). Asking our three questions identified multiple related content opportunities (new content, sharing old content, soliciting guest posts, etc.) they might have otherwise missed.

2. Reaching Out Before the Primary Brand Interaction

I wrote earlier about Southwest Airlines sending me an email the previous evening saying we’d have Wi-Fi on my next morning’s flight. The night before was when I was actually THINKING about what work had to be completed before getting on the plane. The perfectly timed email from Southwest Airlines contained very pertinent information of benefit me hours before my direct interaction with the brand.

3. Shifting Timing and Content Sharing Opportunities

The Brainzooming Group has tried to emphasize strategic planning content later in the year since our experience has been many companies were thinking about strategic planning much later in the year than previously. This year, with many calls from potential clients already thinking about multi-year or annual planning processes, we’ll be shifting strategic planning content to this more traditional timeframe in Q2, even if planning doesn’t actually HAPPEN until later in the year.

Social Media Strategy from Outside-In Timing

As if it’s not clear by now, we are big proponents of external audience-driven social media strategy as the way to make a content marketing effort come alive and truly engage your audiences. The challenge, as it always is, is after looking from the outside-in, taking the resulting topic ideas and making things happen with them. - Mike Brown

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When was the last time you invested 45 minutes to check your social media strategy?

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question. Any executive can make a thorough yet rapid evaluation of nine different dimensions of a social media strategy with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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If you’re looking for ideas on what to blog about, how about spending a few minutes looking at the blog topics in your social feeds?

9 Blogging Ideas from Blogs in Your Social Feeds

When you’re feeling creatively stuck coming up with blog topics, the answer to what to blog about might be to write an answer post to a blog in your social feeds. If the topic fits your blog’s content strategy, you can use the original blog’s subject as a point of departure by writing a blog post in response to any of these nine questions:

  1. What would someone need to know before reading the original blog?
  2. What would someone still need to do after they read the other blog?
  3. How can you go into more detail with more steps?
  4. How can you simplify the topic to feature fewer steps than the original blog?
  5. How might you extol the author’s smarts since you agree with him/her so strongly?
  6. What would you talk about as the opposite point of view (i.e., you don’t HAVE to do any of these steps)?
  7. What links can you feature to previous stories you’ve written on the original blog’s topic?
  8. What links can you share to stories other authors have already written on the topic?
  9. What would it look like to rewrite the article with the same subject but a different headline and your own point of view in the copy?

Remember that your blog post can be a “secret” answer post. Using all but one of these questions (number 5 is the exception) your blog post doesn’t HAVE TO make a big deal out of being an answer post.

9-Ideas-Two

An Efficient Answer to What to Blog About

Nine potential blog topics is a wonderful set of possibilities from simply scanning your social feeds.

And if you have created a list, column, group, board, or feed filled with content related to your content categories, it’s even that much more efficient!

Other Brainzooming Blogging Links

Mike Brown

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Is your social media strategy missing the mark?

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the new FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question. Any executive can make a thorough yet rapid evaluation of nine different dimensions of their social media strategies with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.

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Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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4

Social-network-iconsIf you have failed at explaining social media strategy opportunities to executives who just do not get it, it is time to quit speaking CMO and social media speak to them.

CMO speak is not going to cut it.

In my social media strategy workshops, I translate social networks from CMO speak to real life situations executives understand. I have had people from multiple brands at multiple social media strategy workshops say these comparisons are very helpful in communicating to executives.

8 Social Media Strategy Comparisons

So, if you’re looking for a better way to explain social networks as part of your social media strategy, try these descriptions on for size:

Your company blog is like a campfire.

Multiple people tell scary, fun, exciting, emotional, and personal stories around a campfire. They don’t tell boring stories about quality process improvements that are integral to driving best-in-class global satisfaction.

Facebook is like TV.

People spend extended time in front of the screen consuming content from a variety of sources. You need to program way more content than commercials, and increasingly, if a brand wants to get attention for its “commericals,” it has to pay for exposure.

Twitter is like a networking event.

You wouldn’t walk into a networking happy hour and just begin shouting a message to no one in particular. You find individuals and groups, start and join conversations, and demonstrate that you are happy to be there, actively listen to others, and respond to what they say.

LinkedIn is like a professional conference and trade show.

There are a lot of business professionals there and a wide variety of learning and networking experiences, including groups with comparable interests, job boards, trade show booths, seminars, learning materials, etc. Additionally, some people there act as if they know you even though you have never met them before.

YouTube is like a home movie.

It’s informal and spontaneous. Sometimes there’s a lot of talking and sometimes there isn’t. It’s okay that the movies are of varying quality. What matters is that you care about the people and the experiences shared in the movies.

Instagram is like a photo album from a wedding.

There are posed photos, candid photos, and behind the scenes photos. Some are dramatic; others are goofy, fun, heartfelt, and life changing. There are usually people depicted although some photos include buildings, scenery, and other inanimate objects.

Pinterest is like a teenage girl’s bedroom.

It doesn’t take too long looking at a teenager’s room to discover what she’s interested in, whom she cares about, and the brands that matter to her. If she finds something visually interesting that she likes, it has a good shot at getting her attention and being passed along to her friends.

Western-KansasGoogle+ is like a rural area that’s wired for high speed Internet that has fancy windmills and a highway running through it.

It’s a wide-open space with lots of promise. New technology and other advances are going on and changing some things. It is definitely a unique environment, and lots of people are familiar with it because the highway takes them through the area whether they want to be there or not. Yet despite all that, there just aren’t that many people to be found.

And one more . . .

Finally, at the Social Media Strategy Summit, a presenter was talking about how a war room environment allows you to “get your content up right away.” That prompted another comparison: a Social Media Command Center is like Social Media Viagra . . . just thinkin’. -  Mike Brown

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“How strong is my organization’s social media strategy?”

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the new FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question. Any executive can make a thorough yet rapid evaluation of nine different dimensions of their social media strategies with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.”

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Vegas-BabyIt’s Vegas, Baby! And I’m presenting a social media strategy workshop at the Social Media Strategy Summit on 7 Lessons in Creating Fantastic, Creative Content for a group of incredible brands.

7 Lessons for Fantastic, Creative Content Marketing

The entire social media strategy workshop is created around the value of using models to make content marketing and social networking readily understandable and actionable within an organization.

As a resource for the workshop attendees and to give all of you a sense of the approach, here are the seven social media strategy lessons along with links to more detailed content throughout the Brainzooming blog.

Lesson 1: Imagine You’re a TV Executive

Lesson 2: Place the Audience First in Your Content Strategy

Lesson 3: You Need Lots of Topic Ideas

Lesson 4: Match Your Business Objective with the Social Network and Appropriate Content

Lesson 5: Be an Engaging Brand 24/7

Lesson 6: Balancing Content and Commercial Messages

Lesson 7: Design a Sustainable Content Strategy

And once the workshop is completed? Watch out New York, New York . . . I’m headed your way for roller coaster riding!  -  Mike Brown

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“How strong is my organization’s social media strategy?”

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the new FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question.

Any executive can make a thorough yet rapid evaluation of nine different dimensions of their social media strategies with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.”

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Kate-Jackson

Me and Kate Jackson

You know how they put a disclaimer at the end of movies and television shows as a CYA for any story, character, or animal issues?

Those disclaimers are meant to provide legal protection or at least try to ward off potential lawsuits.

It occurred to me, after reading years of blog posts, tweets, and Facebook updates that there should probably be a comparable social media disclaimer!

While there are social media policies, and rather bland Twitter profiles stating someone’s tweets don’t represent an employer’s point of view, they don’t go far enough. They don’t really protect a reader and help them understand the significant level of fiction, hype, and misinformation to which they are being exposed.

A Social Media Disclaimer Recommendation

As a result, here’s my suggested social media disclaimer to provide more accurate context for most self-serving social media content that’s out there. Try this on for size:

“Implied relationships with social media rock stars may be further away than they appear to be. Opinions are mine only, and not just as in they aren’t held by my employer. They aren’t held by ANYONE else either . . . unless I copied them directly from a social media rock star. All assessments of events, food, and social interactions are highly subjective and generally over-stated. Although pictures of me with celebrities, visiting glorious vacation destinations, and consuming fabulous food and drinks account for 99% of my photos on Facebook and Instagram, they represent only 1% of my otherwise boring life. By me sharing your content, don’t think it implies endorsement. It doesn’t even imply I read it before sharing it. Client projects mentioned in Facebook updates should not be assumed to be paying engagements. Some clients mentioned in updates are purely fictional and do not represent any real clients living or dead.”

This won’t help you beat any FTC issues on disclosing freebies you receive for review in your blog. But if people had to attach this social media disclaimer to every over-the-top, humble brag, or arrogant Facebook update they make, social networks would be a lot more tolerable.

Coming Clean on Humble Brag Social Sharing

What do you think? Would this help make the humble brag social media content you’ve seen the past week more tolerable? -  Mike Brown

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“How strong is my organization’s social media strategy?”

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the new FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question.

Any executive can make a thorough yet rapid evaluation of nine different dimensions of their social media strategies with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.”

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Social-Media-SummitPrepping for a social media content marketing workshop I am delivering at the Social Media Strategies Summit in Las Vegas in February, I was going back through questions raised at recent workshops.

Three Great Social Media Strategy Tips

These three social media strategy questions stood out because they were not only raised by workshop attendees, but other attendees provided wonderful answers for them.

Challenge 1. Should a sub-brand in your organization get its own social media presence?

This question came up in a social media strategy workshop with the Nebraska Healthcare Marketers. Our answer is to take an outside-in look at the organization to determine if a social media audience cares to affiliate with a sub-brand independent of its affiliation to an overall brand. No matter how much a brand or product manager thinks a sub-brand needs its own social media presence, whether the audience wants to “like” or “follow” it is the critical question.

One attendee went further to suggest agreeing to an expected content update frequency with the sub-brand’s leadership. If they can deliver the expected content to the brand’s main page consistently, they then get a shot at having a sub-brand social media presence.

Challenge 2. How can you get a compliance group on board with a social media strategy?

A marketing communications director at the Frost and Sullivan Marketing World social media strategy workshop in Boston asked about getting a compliance group on board with social media in a risk-averse environment.

Another participant let us know her company put the compliance person in charge of social media. She reported that in this rather unusual role, the compliance person suddenly started “getting” social media strategy. She did a fantastic job balancing the firm’s risk aversion with a new understanding of the need to participate actively on social networks.

Challenge 3. How do you respond more quickly to customer service questions on social media when you cannot be at it full time?

One social media strategy challenge for risk-averse organizations (and even ones that are not THAT risk averse) is the timely handling of customer service issues on social media channels. While the preference may be to check and double-check responses coming from customer service, that means the response won’t happen with the speed customers expect.

An attendee at the Frost and Sullivan session shared that her company drafted responses to typical customer service questions to enable faster responses. Instead of running the risk of someone getting the same answer on multiple occasions, however, they drafted multiple variations of answers to their typical questions. In this way, they paired up speedy response and a sense of message variation consistent with a more personal response.

What are your social media challenges with multiple brand presences, compliance, and customer service?

These are familiar social media challenges for organizations. What questions do you have in these areas? Or alternatively, what answers have you found for them? - Mike Brown

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“How strong is my organization’s social media strategy?”

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the new FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question.

Any executive can make a thorough yet rapid evaluation of nine different dimensions of their social media strategies with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.”

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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