Want to Improve Your Social Media?
A silver lining of the pandemic’s isolating effect is a slow rebound in podcast consumption. Audio offers us unlimited opportunities to learn directly from experts. As an avid listener, I get inspired to translate key learnings in an accessible way — sharing takeaways about entrepreneurship, creative founders, and inclusive leadership. This time though, I tuned in for a chat specifically on social media and brand building.
Yes, you could also recap podcasts as a save-worthy thread of tweets, but writing my notes out in long-form effectively helps me to synthesize ideas into the best nuggets for you.
So if you’re curious about marketing, storytelling, writing, advertising, or developing professionally, don’t miss these 10 top tips from two skilled masters: Matthew Kobach was recently interviewed by David Perell on the topic of ‘Social Media Brands’.
No matter your industry, it’s worth absorbing diverse expertise. (See why directly below.)
Blitz-speed background check: Matthew ran social for NYSE before joining fast as Director of Content Marketing, where he’s now conducting transparent experiments. David Perell runs an online writing school when he’s not consistently producing popular newsletters and podcasts.
Here are 10 hot takes from their worthwhile conversation:
- Quantify your way. Social media might seem easy to quantify, but it isn’t. There’s power in familiarity with a brand and repeated exposure to a brand or product; so it’s hard to say how many times a user saw something (think billboard, print ad, or product being used by a friend) before they themselves became familiar enough to want to purchase. Organic social media tends to create super fans or brand advocates but use a mix of paid and unpaid to see what works best.
- Make content worth consuming. Sounds straightforward. But is it? No one has patience anymore for a boring press release. You gotta have guts (and enough autonomy in your position) to decide what content to pursue producing. Ask yourself: would you want to watch or consume it?
- Be bold. Now it might be good content, but does it actually work on social media? You have to gauge that from experience. Take chances and have fun though, because online you tend to be rewarded for things that stand out from the crowd…“The opposite of a good idea is a good idea.”
- Reach out to people you admire. It could be the CEO of a company where you like what they’re doing. Do your research and come up with 10 questions you’d ask them. If you start with positive comments about their brand, they’re likely to be receptive and willing to spare 30 minutes to answer. Use this to build your relationships, long-term. Use this opportunity so that they think of you later, when they need to draw upon experience in your field. (See point 5.)
- Keep publishing. Meanwhile, keep creating. Keep a blog, website, or a social account where you showcase your experience, expertise, and interest areas. This is your CV.
- Be helpful always. Aim to help people consistently. Be a helper and contribute to the greater good. It’s not only the right thing to do, but it makes you a more interesting person.
- Test publish. You’re pretty much guaranteed to find the flaws and typos once you’ve hit publish and content is live! So make a private channel or test account on Instagram or Twitter to see how things are appearing.
- Formatting matters. Make consumable content pleasant to see and easy to read. Again, you might discover this after something has gone live, so plan ahead. Give breathing room to lines of text. What works on Linkedin won’t on Twitter. See what’s performing best in your own channels and on other people’s accounts.
- Find your voice. Write content as if you are talking to a friend, or sitting at a bar, giving key information, and leaving out unnecessary details. Try test-sending to your partner or yourself. When you re-read, you’ll know.
- Sustain the creative. Brands that include art and painting are simply more memorable. Matthew recalls a car ad with captivating music. David recalls a billboard in Bushwick, New York that featured hand-painted murals and how it made him pause to admire. Incorporate creativity into your brand as part of your business. This is good for you and for any artists that you feature. 🎨
Be sure to listen to the full episode for more insights from these guys.
Sidenotes: I can’t help but plug the FemGems blog who features the artist Rozalina Burkova. I also just saw a VC who is doing this admirably, too. Or maybe you’d like to bring my hand-drawn medical illustration style back!
Who knows? It could set you apart from the competition. 👀