Creating good content to share on social media can be hard work.
So it’s no surprise that sometimes we’ll take the easy route and fall back on sharing vague posts about our work and ask followers to click a link to find out more.
The danger in sharing vague posts is that your content can become bland and fail to demonstrate relevance to your online community – and they won’t engage with it. Any meaningful online relationship you have will disappear in a veil of vanilla.
I’ve been noting a few examples over the past month, in particular on brand Facebook pages. So today’s blog is focused on encouraging page managers to dig deeper when sharing stories and be more specific. Share details. Tell us what you really mean. Illustrate your point.
Here’s where I get specific with some examples:
“Our new magazine is out now”
That’s a post I regularly see on a few Facebook pages. Businesses tell fans that their latest magazine has been printed.
Rather than simply say the magazine is out now, dig deeper and be specific about the articles inside. Over several days, share the headlines of the most interesting articles and snippets of what those articles are about. Remind people about the regular segments of that magazine. Let them know who’s an author in this edition and write a little about that author – what makes them interesting or qualified to write about their subject?
People are on Facebook to access your content now: if you must refer them to a magazine, at least make the transition easier for them by giving them details on what they can read there and why they should make the effort.
“Don’t miss our guided walks”
A city institution sometimes shares a vague status update about guided walks with a link to its website, along the lines of “we offer guided walks”.
I’d recommend that the Facebook page manager digs deeper and shares photographs of some of the sites on the tour. What can people expect to see?
Who’s leading the tour? What sort of knowledge and experience do they have? What have other people said about the tour? I’d like to see them dig deeper, bring the tour to life, and use specific calls to action (ask people to book now or Share the tour idea with their Facebook friends).
“It’s National Volunteers Week. We’d like to thank our volunteers.”
Thank them for what?
Who are they and what do they do?
It was National Volunteers Week last week and I saw a few Facebook pages share this type of post, sadly missing an opportunity to dig deeper and be more specific about their volunteers.
I would’ve liked to see stories about:
- What work the volunteers carry out
- What the impact of volunteers is: what would life be like without them around the organisation?
- Stories of individual volunteers: how long have they been helping out? What’s their name and life story? What motivates them? What is their favourite part of volunteering? What would they say to others thinking about volunteering?
- Whether the organisation needs more volunteers and how their social media fans/followers can sign up.
And of course, photos of (willing) volunteers at work or being thanked – with cakes or parties – would have been wonderful. As a volunteer, how would it make you feel if you were thanked with one vague sentence? It’s not ideal.
“Don’t miss out on our amazing Mother’s Day sale”
A jewellery chain’s Facebook page makes vague references to Mother’s Day. There are “don’t forget Mother’s Day is coming” and “Come to see us to find that perfect gift” status updates.
It’s vastly more useful if they would share information that digs deeper. Jewellery is an ideal product to showcase in photographs with detailed descriptions and also modelled on someone who appeals to the target audience. Share photographs of those new necklaces, bracelets and earrings: show how they drape on a model.
I’d like to see detailed status updates with information on what the jewellery is made from, what some stones symbolise, what some stone cuts mean, and so on. How special are the pieces and how impressed might your Mum be?
A lot of people lean on social media for detailed recommendations and help: don’t make them work for it. Tell them now!
I’m sure I’m guilty of sharing vague updates on my Facebook business page. I’m trying to beat the temptation by sharing detailed social media tips, ‘how to’ relating to the major social sites, and details of my services and what I’m doing currently.
I’m going to try to dig deeper and spend a few more minutes thoughtfully crafting my social media posts. How about you?
I provide organisations with social media strategies. I also provide social media training to organisations, staff teams and individuals. Email firstname.lastname@example.org to ask me for a quote for your next training day or conference, or to start planning an improved approach to your social media communities.