How to Tell Your Story in a Noisy Social World
Gary Vaynerchuck is a social media and online marketing guru. He owns one of the biggest social media agencies in the world: VaynerMedia. In this book, he shares his unique insights on the various social media platforms and how to utilize them to create great content. If you’re an individual or a business that lacks an appropriate social media strategy, this book might definitely help.
Let’s look at some of the key points of this book. Are you ready to start creating killer content online?
THE 6 KEYS TO GREAT CONTENT ON SOCIAL MEDIA:
1. IT’S NATIVE
Meaning: it’s adapted to the context of the platform on which the content appears. For example, Tumblr attracts bloggers, while Instagram attracts more visual and artsy people.
2. IT DOESN’T INTERRUPT
Meaning: the content IS the entertainment, rather than an interruption of it.
3. IT DOESN’T MAKE DEMANDS – OFTEN
Meaning: it is focused on jabbing. The principle of jab, jab, jab and then hook is to GIVE, GIVE, GIVE and then ask or make a demand. Be generous. Be informative. Be funny. Share. That’s what jabs are all about. The emotional connection you build through jabbing pays off on the day you decide to throw the right hook.
4. IT LEVERAGES POP CULTURE
Meaning: it builds on current trends, events and beliefs. Show your followers that you are on top of what is happening in their lives.
5. IT’S MICRO
Meaning that each piece of content can be a unique small nugget of information, humor, commentary, or inspiration that you reinvent everyday.
6. IT’S CONSISTENT AND SELF-AWARE
Meaning: it matches your identity, your core personality. When you’re self-aware, you know your message. It is consistent in every setting.
KEY? TELL YOUR STORY.
“On Facebook, the definition of great content is NOT the content that makes the most sales, but the content that people most want to share with others”
- People go to Facebook to socialize, to connect and be entertained.
- Main currency = friendship
- Better adapted content will lead to more engagement (likes, shares, comments,)
- Rule: The more engagement, the higher Facebook will rank it in the News Feed, the more people that are reached.
Jab a lot. Experiment. Learn what your followers find entertaining and share. It’s all about engagement.
Sponsored content: Facebook’s algorithm will only show your content to a small percentage (F.ex: 15%) of your fans. You’re content has to be really engaging if want to make more people see it. Facebook therefore rewards highly engaging content.
OR… You can pay for it.
There are 2 types of sponsored stories / content:
- One that extends your chosen piece of content to the news feed of a larger number of your fans.
- The other allows you to highlight the fact that a fan has engaged with your content and tell that fan’s friend about it
Tip: Sponsor a story or piece of content that showed already to be very engaging!
KEY? LISTEN WELL.
- It’s about context, rather than content on Twitter
- Main currency = news and information
- Job as a marketer? Remix the news or information into something more contextual and related to your company. Make it unique to your own context.
“Today, entertainment and escapism are prized above almost anything else. Consumers want infotainment, not information. Information by itself is cheap, but information wrapped in a story is special.”
- Twitter stands out from other platforms since it provides the opportunity to talk to the world at large.
- Tip: use Twitter search engine to find people that are talking about what you are passionate about or what is related to your business. Respond to their posts, add your perspective and humor. Converse with them.
- The key on Twitter is to LISTEN: find out what’s trending. Trending topics can be events, names or memes. Use trend-tracking tools for hashtags (hash tracking, keyhole, hashtagify) and keywords (Google Trends, etc.) Pay attention to what happens in the world and create a context around your piece of content.
KEY? GLAM IT UP.
- Pinterest was initially invented to help people create online collections of things that they love and that inspire them.
- Now: platform where people go to fulfill their material and emotional wish lists.
- Visual: Pinterest posts must be visually compelling
- Boards = categories
- Unique? People can follow your specific boards, rather than your brand as an entity. So… Experiment with different boards, which are tangentially related to your brand.
- The power of re–pinning:
“Few consumers start their Pinterest perusals by going directly to a brand’s page; they usually get there by following the images they see being re-pinned by others.”
TIP: Interact with people that have similar interest and passions as you. Not a lot of people use comments on this platform, so it’s a great way to differentiate yourself. You therefore create opportunities for these people to follow you back and engage.
KEY? CREATE SOME ART.
- Instagram is a visual-centric social network
- Instagram has an immense scale-ability: it counts more than 100 million active users.
Tips that make great Instagram content?
- Make it “Instagram”, meaning make it ‘artsy’ and ‘indie’, while at the same time expressing yourself authentically.
- Reach the Instagram audience: these are kids & youngsters!
- Go crazy with hashtags: the rule is the more the better, you can’t overuse them.
- Become explore-worthy: create content so nice that is reaches the explore page. These posts get a lot of impressions.
KEY? GET ANIMATED.
- Tumblr is more than just a mere blogging platform.
- It is an exhibition place for musicians, photographers and graphic designers.
Tumblr is artsy!
What makes it special?
Animated GIF’s (Graphic Interchange Format): pictures that are vivid and move get more engagement than still images