Push for Purpose, Social Media Content that Drives Results

Everyone is in a different place in their social media evolution. At one end of the spectrum you have those who just want to push out content to check the box and the other end is those who push for purpose, otherwise known as creating content that drives results.You have to start somewhere, but if you're going to invest the time, money and energy into participating in social media you may as well make it count. Here are some questions to ask yourself to see where you fall on the spectrum.

1. Do you post because you have to or because you want to?

2. Do you hold social media accountable for driving results? Is there any measurement?

3. When you create content do you do so with a business goal in mind?

I wouldn't solely rely on social media as my one and only marketing strategy, but if done right, it can be an effective tool in helping you to achieve your goals. That said, you have to believe in social media and approach it in the right manner for it to work.

Where do you fall on the spectrum?

Lessons from Humans of New York

I'm late to the party on this, but Humans of New York, a blog featuring quotes and images from real people in New York, is one of the most powerful uses of social media I've ever seen.  Humans of New York does a beautiful job at instantly creating an emotional connection that keeps you captivated, touches you at your core and makes you think about the world differently.As a marketer we strive to find an emotional connection with our customer. We talk insights, archetypes, drivers, but very rarely do we achieve a connection like Humans of New York does with each and every post. I'm a firm believer in looking at what works and how you can adapt it for your business. So let's break it down.

The social content of Humans of New York works because...

- It's real and easy to relate to. They don't feature super models, they celebrate the average joes. For a moment that guy on the corner becomes a superstar.

- It's vulnerable. They touch on topics that aren't always easy - from one man expressing his loneliness because no one will approach him since he's overweight to another woman talking about how she feels like a failure because she went from honor student to bartender.

- They know what matters. The writer can take what may be a 30-minute conversation and grab that one sentence that hits home. They don't try to cram the whole story in, they get right to the good stuff.

- They create community. By posting these real life situations - both struggles and joys - they open the door for conversation. The comments that follow are just as engaging as the post itself, and quite often uplifting. There's something about pointing out we're all "humans" that seems to put people in a happy, helpful space.

I'm sure I could come up with ten more reasons but for now, see if you can take these lessons and apply them to your social content. In the meantime follow Humans of New York on Facebook and Twitter. Guarantee it will change your day.

Creating Solid Social Media Content

Your social media content should be three things - Relevant, Engaging and Strategic. It's a fine balance but do it right and your content will work harder for you. Here are a few examples:- It's Martin Luther King Day, which means it would be very relevant to talk about him today, but alas, I'm an orange juice brand. It's not really relevant for me. Find those larger conversations happening on social that you can legitimately be a part of and jump on them, but please don't force fit an awkward situation. It really is awkward for everyone involved. By creating a social media content calendar ahead of time you can identify those relevant time periods in advance and come up with a plan to own the days that make sense.

- Who doesn't like Someecards? Practically everyone does. So much so that if you post one on your page people aren't going to remember you. Recycling Someecards content, or other people's jokes on a regular basis may get you likes, but it won't build any loyalty. That kind of social media content isn't ownable, it doesn't differentiate you from the thousands of other wine brands posting a snarky cartoon about Wine Wednesday. Find a way to be engaging while telling your story - you know, the one that's unique to you.

- Your social media content should work hard for you. It should drive to a larger purpose for you and your fans. What do you need to accomplish and what do your fans need from you in order to help you accomplish that goal? Perhaps it's building awareness (great storytelling content/reason to believe) or perhaps it's to sell more stuff (coupons/deals). Look at your business goals and see how social can fit into them. Yes, social is a fun, relatively new space, but that doesn't mean your content should be permitted to run wild with no accountability. We all have to pull our weight. You can hear the crowd chanting "ROI, ROI..." can't you?