So,
for the past year all you have been reading about from the Social
Media Gurus is that it's all about “content”. Content this,
content that, and content is everything . . .
But when is content engaging and when is it just fresh
air? Suppose you own a pizzeria. You want to generate buzz about
your pizzeria and you have entrusted your best seventeen year old
counter person with the task of handling your digital marketing
campaign because, hell, why you should you pay a professional to do
this stuff. Kids know everything about Social Media, right?
Here is the high quality content your acne-scarred
Social Media Manager has produced for a dynamite post on Facebook,
Tumbler, and whatever other channel he likes:
“#Pizza is cool. Everyone knows #pizza is good for
you. #Pizza has vegetables. We make the coolest #pizza. Every time
you order #pizza, you can get whatever you want on it. We make
square #pizzas and round #pizzas. Our #pizza is awesome!”
This post is, of course, accompanied by a really
“awesome” picture of a pizza in psychedelic colors.
Congratulations! You have managed to use the word
“pizza” eight times in seven sentences and all those hashtags are
going to make this post visible to millions. Folks will be flocking
to your pizzeria based on the stimulating content.
So when the resulting flood of orders for your pizzas
doesn't materialize, you tell everyone that Social Media Marketing
doesn't work. Thank goodness you didn't pay someone to promote your
pizzeria via Social Media. Hell, the kid put up that post a week ago
and your sales haven't gone up at all. You are going back to spending
a few hundred bucks a month on door-to-door brochures because surely
that has been working wonders for your business, not to mention
providing the neighborhood with fodder for their recycling boxes.
Just one last question before you give up on Social
Media Marketing. How do you think your customers would react to
having your pizza arrive in a box, only to discover that the box was
empty? Now start thinking “outside the box” and you might have
some glimpse of what your Social Media content should be like.
Think outrageous, off-the-wall, bizarre, shocking, tear-jerking,
sexy, or just plain different. That is how your content will
generate buzz and that is how people will visit your pizzeria to
sample your pies. Then consider this: Social Media content is an
ongoing conversation. One post a week that elicits no feedback is
liking saying “hello” to someone, then walking away before they
have had a chance to reply. Let your counter person serve the pizza.
Let professionals handle your digital ad campaign.
RKN
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