Without excellent content, your social media strategy will never be successful. This sounds like a bold statement, but when you consider the facts, it makes perfect sense.
Social media is meant to be a channel for sharing content and information. The content that is shared the most (and therefore that gains the biggest audience) is good, useful content. Users look for content that is informative, that solves a problem, or that inspires them in some way, and when your content fits that description, its success on social media will naturally follow.
Find the Why
When you understand why your customers are visiting your online space, you can better create content that will be successful on social media sites. If your users are looking for tutorials, provide that type of content. If your uses are looking for solutions to a problem, be that solution.
If your content fits the “why” behind your customer’s visits and loyalty, it will grow legs of its own on Facebook, Twitter and Pinterest. Loyal users will share your content, which in turn will attract new users who will become followers.
Start with Content
Many times we have an impulse to start using social media right away. We decide our brand needs a Pinterest account, so we start one and then we begin creating and sharing content. This strategy is backwards. The best way to use social media is to create the content first, and then find the best means of sharing it.
If you have a really compelling story to tell, create a solid blog post, and then share it via Facebook and Twitter. If your company thrives on its visual image, make that image the best it can be, and then share it on Pinterest.
In order to have a truly successful social media strategy, content must come first. Time and attention need to be spent perfecting copy that includes a message and a strong call to action. Then, and only then, should we start pushing for shares, likes and tweets.