Marketers have tended to focus on how to build content on each social media platform as a way to draw traffic to their website. There has been value in that, the same way that in the early days of the web, there was value in having a website. Having a presence is what helped your business stand out.
After Google changed the search landscape in 1998 then search engine optimization was critical. There were so many websites that visibility in search results became to key to success.
Now we have social media, mobile technology, big data analytics and cloud computing (SMAC). The advances here have resulted in an explosion of social media content. There is just so much noise. And for many businesses, the challenges of search engine optimization pale in comparison to the challenges of ensuring visibility of firm-produced content within people's social media feeds. Pay to play only gets you so far.
Where the desktop-publishing revolution of Live Journal, MySpace and Wordpress meant anyone could make a website and be a publisher, the social media revoluion means everyone and anyone can be a media broadcaster. But the wonderful advantage publishers, writers and producers have is understanding how to build content for an audience vs an audience for content.
Jay Baer in #marketingstories on Facebook (embed above) and on his site <a href="http://www.convinceandconvert.com/social-media-strategy/think-like-a-television-network-to-create-a-winning-social-media-strategy/">Convince and Convert</a> offers invaluable advice on how to think like a television network to create a winning social media strategy. There is some sound advice here on how to re-think that need to drive traffic to your website and instead to consider how you develop a strategy for each channel. The planning template articulates all the best practices around setting goals, determining key metrics for performance and determining your "shows". Please give it a watch, a read and a download.
This is my pick for best read of the week.
[No affiliation. I'm a big fan.]