Have you ever been to a party and noticed that ONE person who talks about themselves constantly? They only have one mission, talking about THEMSELVES, and their agenda the entire time. They can come across as a bit one-dimensional and eventually folks start to tune them out.
Well, your presence on social media can be one dimensional like that if you don’t take the time to CURATE what you are putting out there, and offer your audience a variety of content and your perspectives. I recently saw a great video by Kurt Shaver of Vengreso. Kurt illustrated a simple 3-tier content sharing methodology, in the shape of a pyramid.
On the first tier, we have COMPANY, and this is where you would share content published by your company. To do this effectively you simply subscribe to and follow any social media channels your company publishes to, for extra points, turn on notifications. So, your YouTube, Twitter, Facebook, the company blog, and the Company’s LinkedIn page, basically any public facing portals where you can get fresh content. Your company may also be offering enterprise content curation tools such as PEOPLELINX or LINKEDIN ENGAGE, and with these tools you can tap into a repository of company content for your social sharing efforts.
The thing to keep in mind when sharing company content is to add your own perspective. Sharing content without including perspective misses an opportunity to talk with authority on behalf of your brand, so, before sharing company content, be sure to familiarize yourself with what you are sharing, and how it benefits your audience. This doesn’t mean you have to share everything your company publishes, but if there is content relevant to YOUR particular niche, it’s important that you put your own spin on it, and communicate how it adds value to consumers or businesses. Sharing content directly with a connection on LinkedIn can be a great way to start a conversation.
The next tier is that middle tier of INDUSTRY content. Here you share articles, videos and links to useful information pertaining to the industry niche you sell to. Curating this content can be a challenge for some, but there are some great free tools to help in those efforts.
FEEDLY enables you to setup different RSS feeds by industry niche or interest. Simply setup your top level categories and start adding blog feeds. Before too long you will have a custom curated assortment of relevant articles to read and then share with your audience. You can also install the Feedly mobile app on your phone to read and share on the go.
Buffer is another great app for content curation. You can install it on your browser and as a free app on your phone. When you find interesting content, share it to Buffer. Buffer will schedule it to post to LinkedIn, Twitter or other social channels you prefer. As you share content, you will notice increased engagement with what you are sharing. NOW, when you are sharing, be sure to include hashtags and add your own perspective to what you are sharing. Hashtags will expand the reach of these posts, and over time, will start to grow your following.
GOOGLE ALERTS can be another great way to curate relevant industry content. It takes only a few minutes to setup your search alerts. Alerts can send a digest to you via email, or to an RSS feed, which you can setup in Feedly.
The last tier in your content pyramid is all about YOU. And here is where you can get a little more personal. You see, PEOPLE do business with PEOPLE, so it’s important to share a little bit about what makes you great to do business with. Think of your smartphone as a primary content collection device that you can use to share photos, even short videos about what you are doing. If you are at a conference, share a selfie next to the conference booth along with the hashtag of the conference. If you learned valuable insight, post a short video to LinkedIn about what you found interesting or helpful. Also, you can consider sharing content about what you do in your time away from the office, a picture from your bike ride at the weekend, these personal glimpses into your life help to round out the online persona with the real you. When sharing about you, it’s smart to avoid controversial topics like politics or religion, keep it fun and up beat, but most importantly, keep it real and authentic.
Well, I hope these tips about what to share and how to share will help you in your social media journey. I would be thrilled if you could drop me a comment if this video helped you Remember to share it with your network if you think it can help your colleagues.