effective content for social mediaFor the third week in a row, I find myself at another amazing marketing conference. This time, it’s the Social Media Strategies Summit (#SMSsummit) in New York City where hundreds of social-minded digital marketers are looking to learn top tips and tricks for how to be more effective with social media marketing.

My talk will present some ideas for how to develop a content strategy for your social efforts. I have always seen the value in great content developed with the customer in mind. But social media needs great content, and great content needs social media, so you can’t be successful with just one.

My own journey into social was relatively opportunistic. After working for the same company for almost 10 years, I decided to find a new job. And Linkedin seemed like the right thing to try out at the time. And so in 2004, I joined up and started connecting with those I had worked with in the past. I gave no thought to having any kind of “strategy” for Linkedin. That was 9 years ago!

I joined Twitter in 2009. And for more than 3 months I logged in every day for about 15 minutes and watched the screen, Matrix-style, in awe of what was going on. Then I sent my first tweet and slowly started re-tweeting other people’s content each day – content I wanted to read and I thought others would find interesting. I also joined Facebook. Connected with a few friends and hardly ever logged in.

Then I started blogging. And suddenly I got it. Content and Social go hand-in-hand. You can’t have one without the other.

Unfortunately, most companies started using social media simply to promote the same old tired campaign messages and events. And many wonder why their social media aren’t generating ROI.

Effective social media starts with a solid foundation and mindset of customer-centric storytelling. That helps your content get found, get shared and helps you get leads.

So based on my experience, lots of trial and error (mostly errors) and an attempt at having a little fun, I developed these 8 tips to generating effective content for social media:

8 Steps To Effective Content For Social Media

  1. Listen first
  2. Stop creating crap
  3. Engage your audience
  4. Find your voice
  5. Be helpful
  6. Find your Rhythm: (the 4-1-1 rule of social sharing)
  7. Reject excuses for not using any social channels
  8. Be entertaining, if you can

Embedded here are the slides I presented. I hope you find something here that is helpful for you. And if you do, please share it with your colleagues or your boss. Please join me on my social networks TwitterLinkedInFacebook and Google+ and Subscribe to the B2B Marketing Insider Blog for regular updates.

And I’d love to know what you think in the comments below…

About Michael Brenner

Michael Brenner is the Vice President of Global Marketing for SAP where he leads content strategy and serves as the managing editor of the company’s award-winning Business Innovation thought leadership blog site. He is also the author of B2B Marketing Insider, a contributor to Forbes and a frequent speaker at industry events covering topics such as marketing strategy, social business, content marketing, digital marketing, social media and personal branding.  Follow Michael on Twitter (@BrennerMichael)LinkedInFacebook and Google+ and Subscribe to B2B Marketing Insider by Email

15 Comments

  1. I can’t see your slides? I’m using Firefox.

    • Michael Brenner said…

      So sorry about that Sherrilynne. I checked online for any guidance and all I found was “refresh your browser”.

      Alternatively, click on the link to the slides on slideshare. That will give you access to all the slideshows I’ve uploaded.

  2. Tom Treanor said…

    Great post Michael and congrats on the speaking engagement. It’s interesting to hear how you started your journey into Social Media! The two points here that resonate the most are “stop creating crap” and the 4-1-1 rule. Thanks for tipping me off to that easy to remember one!

    • Michael Brenner said…

      Thanks Tom, and you picked 2 ideas that totally came from other sources (curated from people I really like). Which is awesome. Really glad you found some value in this post!

  3. Shonali Burke said…

    I particularly like your recommendation to “stop creating crap.” Hear hear!

  4. Jen Picard said…

    It’s so simple! Now to just spread the word…

  5. Alex Thompson said…

    Nice post. Try searching Twitter, Facebook, Google+, Reddit, and similar sites for groups about your subject and pay attention to what seems to grab the most interest.

  6. jay baer said…

    Great stuff Michael. Bravo!

  7. tushnaa said…

    Great stuff to actually implement these steps in our daily lives. You’v hit the nail by saying “stop creating crap”. so true

  8. Roger harris said…

    Thanks alot for sharing these excellent points! Great Stuff!

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