In an ideal world you have oodles of time to find or craft the perfect social content, spend only minimal amounts of money to promote it, and then once you post it a rainbow of new followers bursts into your notifications.
But that’s not the world we live in. If you’re like many companies, one day your company decided that it needed social media, and as the youngest/most tech-savvy/least objectionable person, you were chosen for this mission.
Finding or drafting great content is most of the battle, especially if you don’t have dedicated copywriters and designers. Here are a few ways to gather content with haste:
Assess what you have At Water & Wall, like many other companies, we email each other dozens of industry articles a day about media, marketing and finance. Ok, and maybe puppies too.
If your coworkers are chirping about an article, it’s likely worth sharing. Think it’s too fun/unprofessional in nature? Every brand is different, but remember, those who follow you on social are people too, and people love a good laugh. So long as it’s appropriate, this can actually enhance your social profile and help you further engage with your target audiences.
Crowdsource You may be the one in charge of social media, but that doesn’t mean you have to do it alone. If you’re at a company that requires its employees to do any type of research or learning (read: every company), it’s likely that your colleagues are coming across good, sharable content already – they just might not be sending it to you.
Think of yourself as a cheerleader for sharing. Ask your coworkers to send you an email when they come across something interesting during their client or prospect research, even if it’s just the link. Assessing gives you content specific to your industry, but crowdsourcing gives you content specific to your clients. This combination is perfect for social.
It will take time for everyone to get in the habit, and you will need to remind people often. In your reminders, highlight what makes great content, and show them that what they look for to share with clients is the exact same thing you’re looking for. If anything, this could improve their own relationships with clients. Soon, when a coworker comes across a great piece of content, the first thing that pops into their mind should be “I should send this to our social media manager.”
Tag It It may have happened once or twice that a rock star colleague emailed me a good piece of content, but I’m unable to read or make sense of it at that time. Maybe more than a few times. I have a “Social Media Fodder” tag in my email menu, and whenever I get one of those emails, the first thing I do is tag it.
For me, I also include which client. This way, when you do have a minute, you can easily search for emails tagged “Client A” and “Social Media.” For in-house professionals, it might be good to tag the nature of the article (think “evergreen” or “immediate”). Having some starter content always help me lunge forward into discovering and sharing even more.
Not that into email tagging? There are more tech-savvy ways to do this. Buffer allows you to schedule a post to several platforms right from the article itself – and there’s even an overlay for mobile.
Reuse I know it’s hard to hear, but the odds that even one of your Twitter followers have seen every tweet is extremely slim. After all, some people have lives outside of social media (or so we hear). Because of this, it’s ok to reuse the same article, with a caveat.
No one wants to keep reading the same tweet – in fact, Twitter will delete a tweet if you repeat it. Mix up the content and timing for the posting of the same article, but highlight two different parts of the article and post a few days apart at different times of day.
Use Lists Still coming up short on content? Set aside one afternoon to create a Twitter list of the biggest voices in your space. These people likely tweet multiple times a day, so when you’re stuck, you can read a feed of these influencers for ideas on content and engagement.
Don’t Stress Like everything else in life, stressing about a project can often take up more energy than the project itself. Miss a few days of posting? Life will go on. Pick up where you left off. The more fun you have with social media, the more fun your followers will have. And that creates brand loyalty.