Write a Social Media Article about Succeeding in Social Media
So everyone knows that the internet is out there and that it can be used for business. If you don’t, the information is plentiful (every out-of-actual-work consultant with a Mac probably has an iCal entry titled “Publish Social Media Article” for every other Friday recurring through 2013).
The problem with this genre of article is that they self-populate like a bad pyramid scheme; cheapening and homogenizing the content. Let me explain: every social media article mentions the strategy of writing social media articles. In turn, 3/100 idiots who read that article for the first time decide to write their own article to drive traffic to their site. Each lower-level writer is less-sophisticated, so each article gets progressively worse and more generalized.
So in the spirit of “teach a man to fish and he’ll eat forever”, I’m going one level up. Rather than you having to plagiarize the same article you’ve received from 250 of your Linkedin Groups, I’m going to give you a guide to writing that shitty social media post yourself. With a little luck, you’ll be well on your way to living the wet-dream of attracting enough click-throughs to your non-related Google AdSense ads that you can finally buy that truck you’ve been talking about.For the sake of transparency, I’m guilty of doing this (I’ve given entire presentations on “Leveraging Social Media”). That was before the whole genre was cheapened by “tech-savvy-pretentious -wacky-casual- business-people-types” who had been kept out of the more traditional business development world and bitterly waiting for it to come around to them rather than being good at both.
Here’s my step-by-step guide to writing a generic social media article:
Web 2.[some denomination fractionally larger than 2] for ________[Industry]
Web 2.5.1 for Accounting Firms
[Generic blanket statement]
As Social Media gains popularity and with more customers becoming web oriented, it has become crucial for your company to have an effective online presence.
Shoppers are combining Search and Social Media to make their buying decisions. According to the analysts, 86% of consumers use Search engines and Social media when looking for accountants [Industry].
[Generic image of business people on a computer]
[Statement about how small the internet has made the world/implications on the availability of information]
As communication and information travels faster and faster, the world seems smaller and smaller, and this has large implications for the way we conduct business.
[Inference (adapted from personal experiences as a stay at home mom and buying things off the internet) about how consumers make their purchase decision]
Hence, most customers spend considerable amount of time to research and get recommendations on Social networking sites before hiring an accountant [Industry]. Customers are using Websites, and their Social Media presence to compare services before making a decision.
[Scare statement about how the reader could be left out]
Firms without modern and functional web sites are at risk for being left out of the new media marketplace.
[The same scare statement phrased inclusively rather than exclusively]
When customers see a professional grade website they are more likely to have a positive connection with the company to do business with them. A bad website could be a turn off to the potential customers driving them away to look for the services elsewhere.
[Rattle off jargon]
Beyond just having a well put together online presence, constant content updates pushed through RSS, Social Media, and Back Channel Marketing Streams let you sync your Search Engine Optimization (SEO) and PPC campaigns. The result is often an organic surge in both traffic and ad-revenue, which makes the Google crawlers happy. When both your start and back pages are content-rich and can be found easier, it helps reach your crowd-surfing facilitation goals, increase traffic, and as a result, increase revenue.
[Statement about the conversation going on without/without the reader]
The bottom line is that marketing’s no longer a monologue. The Social Media conversation will go on without you. Somewhere online right now, customers are talking about your competition, or worse yet, YOU. Maybe you’d like to listen in to what they’re saying. Or, as the more innovative companies are doing, pull up a virtual chair and join in the conversation.
Are you one of them?
[Finish with the “Social Media Revolution” video]