You Only Sing When You're Winning

ONE OF THE BIGGEST CHALLENGES SOCIAL MEDIA IS FACING IN 2017 IS CONTENT FOR CONTENT'S SAKE.

One of the biggest challenges social media as a whole is facing in 2017 is content for content's sake. I had discussions with potential clients this week who simply wanted me to "just post 20 things a day that are somehow related to our business". Unfortunately, I had to turn their business down...

(and I really could have done with signing new clients at the moment!), because I simply don't believe that's how social media works. Would you have done the same?

We've all heard phrases like 'less is more', 'quality over quantity' and 'if you've got nothing to say, don't'. If you're one voice in a sea of chanting football fans, but you're all shouting different things, do any of you get heard? So why, when there are already millions of items of content uploaded to social channels on a daily basis, do businesses think it's perfectly acceptable to add more to the torrent of content being fired past people's eyes?

I'll tell you why. All five of the companies I met with today had very little in common when it came to product or service. But they all used terms like B2B or B2C, without ever mentioning their audience, people or community. The only thing they all expressed during our discussion was that their competitors were already on social, so they had to catch-up and compete against them in terms of number of channels and volume of messages.

Social media is not a race. It is not about who can shout loudest or more often. It's also not about starting out measuring yourself against someone else and it certainly is not about trying to outpost them in terms of quantity. It's about collecting a community of voices together that will all sing when you're winning.

If you think your business is doing social for the wrong reasons, then I'll happily put some time aside to chat with you. Drop me a line.
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I need new clients now, after all.