One of the greatest things about the Internet, more specifically social media, is that it gives businesses the ability to communicate their message freely and efficiently. The problem, however, is that because there’s so little cost involved, not much attention is paid to the quality of the content that is being pushed out. We see this in social media posts every day. Posts that are littered with misspellings, poor grammar, and horrible photos. Or ads that are forgettable and immeasurable. Why are so many businesses wasting money, time, and brand equity on this kind of content?
I’m sure you’ve all seen the posts I’m talking about. So, how do you avoid these mistakes? Head to the book store and pick up a copy of Jab, Jab, Jab, Right Hook by Gary Vaynerchuk.
Vaynerchuk is a leading expert on social media marketing. In his boxing themed book, he goes through each of the major social medias and analyzes good and bad posts from companies small and large. He also covers details like post types, using links, photo quality, and more. We highly recommend the book.
Here’s an example of a post that fails on several different levels. It’s convenient to link your Twitter account to your Facebook or Instagram account, but if you’re not strategic, you’ll end up with failed posts like this.
Instead, we want to see the actual photo in our Twitter feed. Kind of like this.
This post not only has a great photo, it has a short description and easy call to action. Hopefully you can see the obvious differences between the two tweets.
The content makes all the difference.
Aside from social media, we are also constantly seeing uninteresting ads on tv, radio, and print. Just because your budget is a fraction of the size of any national brands, doesn’t mean you can’t make a creative, engaging ad.
Quality content will stand out and grab the viewers attention, especially at the local level.
So, our challenge to you is to stop publishing content that is worthless to your brand. Slow down, think it out, and develop great, memorable content for both social and traditional media.