What is social content? Most social media professionals will say that social content is the conversation that happens within Facebook, Twitter or LinkedIn. Yes, that is true. But what about the articles, whitepapers and technical documents that are typically attached to that social conversation? Is that content really social content or is it just content that you have posted on a social media community or network? Posting flat content on social media channels does not make it socially centric nor does it really do its part to compliment the conversation. (How come? Because it’s one-sided and doesn’t prompt engagement.)
If you think about the purpose of social media, most will say that it’s about reaching a social circle and developing a meaningful conversation. The key is to engage; engagement with the purpose or goal of sharing or creating a response or reaction. Well, if this is true, then does your “all purpose content” reach that goal or does it need a social voice around it to make it truly social centric?
Social content is not just repurposed content used in social media, but it should be content that:
The best example of social content is the conversation that happens on videos posted on social media. This video example is from Rackspace Cloud Zen Master Joseph Palumbo. In this video, he gives a smooth and easy talking conversation about a very technical topic. He does this in a way that makes it easy to digest, but entices the viewer to comment or respond. So imagine taking that exact tone, voice and direct conversation and putting that into your content.
Here are some tips for creating social content:
Remember that great social content is not about having a unique catch or being so creative that it goes viral. The goal of great social content is writing something that engages your audience and sparks a reaction or response. If there was only one piece of advice to follow, find a way to relate to your reader through the content, just as if you were sitting with them and discussing the topic.