The 3 R's of Social Media: Relevance

Creating Relevant Social Media Content

Last week, we discussed the relationship "R" of the 3 R's of social media: why they're important and why that, above all else, needs to be the #1 focus in your social media efforts. From focusing on your customer to giving them what they want (not what you want), your customer should always be the focus in your social media marketing message. Once you've developed a relationship with your social media audience, how do you keep up that relationship day in and day out? There is a lot of pull for your customers' attention, and if they're not getting what they want from you, they'll get it from someone else.

Creating compelling and relevant content is another key part of a social media strategy, and it's also the 2nd "R" in the 3 R's of Social Media.

1.Either be helpful or be funny - But don't be a sales person. If you've done your job, they KNOW what you do. If you think it's not obvious to the general public what your company does or sells, put it in your "about" section on your profiles. But please—do not use social media to sell your wares. People use social media to be entertained and educated. That's it!  So give them what they want and either be funny or educate them. If you're ever in a pinch, Grumpy Cat will always get you results.

2.Quality is more important that quantity - There is a fine line to this truth. While I would much rather see you focus on the QUALITY of your audience, with Facebook constantly changing its algorithms, the quantity has to figure in there as well. Another area where quantity and quality come into play is with your posts. There are some who say you should post several times a day and others who say once is sufficient. I say that if you know your audience and what they can bear, that's how often you should post. Here's what I mean—if you're Coca-Cola and have MILLIONS of likes on your Facebook page, you are going to want to post several times a day to ensure that your international audience can see your posts. But since most of us are not Coke, once or maybe twice is sufficient. And please don't post just to post.

It’s okay to give info away -  I'm not talking about trade secrets but, with little exception, there isn't much you know that the average person couldn't find with a Google search. So use this to your advantage and give good info around; this is the part about being helpful! You don't have to give away ALL your information, but think about ways you can offer tips, such as 5 Ways to Wrap a Scarf or 7 Unique Ways to Use Carrot Juice. If people are googling the questions, they're perfect for you to post and, in turn, become a leading expert on the topic!

Relationships and relevance are  two-thirds of the equation... I'll finish out the three (R's) next week as we discuss the importance of routine!