Rocket Fuel

To get one step ahead of social media, we have to think about social content. Social content is the fuel of the social media machine, and it’s what makes our past, present, and future accounts run. Making content more social is my mantra these days, and it should be yours, too.

Social content has:

• A human touch. Humans like humans, and thinking like one means an immediate connection between our stories and our audiences.
• A greater purpose. Everything we do supports our story, so our social content is an extension of what we’re already doing on and offline.
• Je ne sais quoi. Or rather, we’re going to know it when you see it. It’s the stuff that makes you say, “Damn, I wish I’d thought of that.” Or “Wow!” Or “That’s perfect; I have to share it with ______.”

How do you prepare for this mental shift? We take a cue from the social media platforms we use every day and use their shifts and changes and trends to inform our own content. But we listen to our people, really listen, and think about and create the content they like, want, and need. We work for ourselves and not just the algorithms, and we do it because it’s the right way to prepare for the future of our content, our story, and our audience.

Interest piqued? I’ll be at Aggregate Conference on September 29th and 30th, speaking on the topic of making content more social. (Want a discount on registration? Let’s chat.)