Working in the world of digital marketing today means managing information across a variety of platforms and creating a lot of different content. The competition for the attention of audiences has never been fiercer, and sustaining the attention of your followers can feel like an insurmountable task at times. Are you confident in the kind of content you’re creating? Here are three indispensable elements of great content to make sure you’re delivering what your audience is hungry for.
Can your content live on a day or more past the the moment you share it? Will it be relevant to your readers months down the road? How about years from now? It’s important for the content you share to be timely but when it comes to blogs and vlogs in particular, it’s important to also think in the long term. Everything you publish develops into an archive of your best ideas and practices, so think about sharing content that isn’t just important in the moment. Thinking this way will bring you closer to nailing down your brand’s overall philosophy and vision.
Are you sharing something valuable? Or just racking up an impressive word count as you type away? Creating valuable content means knowing what your audience is looking for and then becoming the best place for them to find it. Think of your content as a resource bank--an important reference point for your customers to learn something important about you or your industry. You don’t have to cover a topic in its entirety (in fact, that would easily overwhelm most readers), so rely on links to other reliable sources to round out the information you’re sharing. The more value followers see in your content, the more likely they are to follow you consistently. A blog with really valuable posts could even turn into a book deal.
This ties into the other two cornerstones for great content because if your content can deliver value over a long period of time, it’s more likely to be shared by your followers. But there are few easy things you can do to ensure your content is prime for sharing across social networks. Writing a catchy headline is just as important as developing the body of your content. It’s the first thing readers see and often determines whether a casual perusal will turn into a deeper read. Can the main ideas of what you’re trying to say be distilled into 140 characters or less? Can you sum up what you’re trying to say in a single image? If not, you might want to take a look at your content to make sure that it’s direct enough to make a quick and lasting impact.
How do you define great content? Tracking the performance of what you share on a regular basis is a great way to refine your approach. Step back, see how many times people engage with a particular item, and then recalibrate your approach to give your audience even more of what they’re looking for.
Hell hath no fury like a loyal customer scorned, especially when that customer is armed with social media tools and ready to broadcast their rage to the rest of their network with just one click. Wading into a landscape where customers and brands are interacting at an unprecedented level can seem like walking through a landmine at times. One wrong move, and...kaboom!
So how do you avoid turning a legion of followers into a firing squad? Well, crossing your fingers and hoping that you never upset your customers is a nice wish, but it’s unlikely to happen. Here are a few tips for avoiding confrontations with customers online.
Be transparent and honest
If something goes wrong, apologize. Most customers are reasonable people, and they’ll appreciate the fact that you owned up to a mistake. Honestly explaining what went wrong will go a long way in mending your relationship.
Destroy Your Doppelgangers
Staying away from social media? You may think you’re sidestepping the issue of dealing with customers entirely, but that doesn’t mean someone else isn’t doing it for you! By staying off of social media, you might be creating a vacuum that lets a copycat impersonate you. Who knows what they could be saying on your behalf. Get online and root out your doppelgangers by becoming the official voice for your own business.
Don’t Go After Customers
Don’t get engaged in petty squabbles on social media and don’t continue to badger customers after you’ve resolved an issue. Don't take the bait either. Customers might try to lure you into a fight, but take the higher ground.
Avoid Polarizing Topics
Think of social media like the Thanksgiving table. Do you really want to bring up volatile issues like politics and religion? If your business (or non-profit organization) is built around taking a decisive stance on some issue, then you should always make your point of view loud and clear. But make sure you’re always promoting respectful dialogue. You’re more likely to win hearts and minds and lose less followers.
Social media is a real time medium. The rules of engagement for social media demand a quick response from you. If you’re not monitoring closely, you might easily miss the fact that someone is loudly complaining about you. Several people may actively be calling you out and soon enough you’ll have a full blown PR issue on your hands.
Resolve Things Privately
You don’t have to drag out your dirty laundry in front of everyone. Make use of private messaging features that you can find on most social media platforms. If someone brings up an issue that’s better resolved between the two of you, kindly ask them to direct message you, or take the lead and message them first.
Dealing with a particularly angry person can always leave a bad taste in your mouth. Sometimes, they come on so aggressively that it’s hard not to snap back. Take a deep breath, relax and listen. What they’re saying about you might hurt at first, but with some time and a truly open mind, you might discover that a complaint sets the stage for important changes you need to make.
Have you dealt with the mighty wrath of an enraged customer before? Have they put you on blast to all of their friends? Sometimes it helps to think about that customer coming into your store and dealing with you in person. What would you say to them? What would you offer to make it up to them? Share your approach to disgruntled customers in the comments section below and include some ways that you can translate that to the world of social media.