How Do You Define “Good" Social Media Marketing?



By Sarah Malcolm, COO of The Content Funnel

What is “good” social media marketing? Because we were curious, we visited Merriam Webster’s dictionary see their definition of “good.” Did you know there are 33 different applications of “good” as an adjective? Consider our minds blown!

But all those interpretations make it challenging to pinpoint what really makes social marketing “good.” People tend to like things in black and white. We must figure out the difference between “good” social content and “bad” social content to make better choices in designing our social media strategy. Rather than drafting one-size-fits-all definition, let’s apply a series of standards.

In our view, “good” social marketing should:

#1. Add value for potential and current clients

In this case, “value” means it is information they are looking for. This type of content educates the audience. It will answer their questions or address industry challenges they face. For instance, if a retail property is asking, “How can I keep spaces occupied?” relevant content might be:

  • An infograph with pop-up shop ideas

  • A social post linking to a recent study on shopping center trends

  • A blog post on keeping tenants happy

What content provides value for current clients? Publishing troubleshooting videos, a FAQ page, or having a customer service chatbot, offer existing customers helpful information while boosting your social presence.

#2. Be original

When it comes to content like blogs, white papers, and ebooks, excellent content does not repeat the others’ work. If five competitors have published a blog on “Picking the right co-working space,” don’t repeat. The social media content needs to be unique to you and your brand. On social media, you’ll occasionally share curated content, but always referencing the original source. Add your spin to the post by commenting on the content.

#3. Have a quality presentation

How social content looks is so important! Apply best practices like mobile-optimizing all your web pages and social media visuals. Your website must be easy to navigate from any device. Again, your social accounts need to primarily publish materials that educate or inform your target audience. Be careful not to blanket social media with blatant self-promotion. Visually, embrace the white space. Not every inch of a webpage or white paper needs to be filled with text and graphics. And please, if you can afford it, stay away from the free stock photos. Generic business man handshake, anyone?

#4. Meets defined goals

Don’t create content for content’s sake. Do create content with an end purpose: brand awareness, engagement, lead generation, conversion, et al. Marketing goals drive content creation. If you want organic traffic, then your social content should drive organic traffic using keywords, engaging headlines, and highly relevant information. If you want to convert, then the content needs call-to-actions and a strong case for conversion in language and materials presented.

If your social media content meets these standards, and especially #4, then it likely is “good” content for you. Content that is blatant self-promotion, misleading, or copying others is definitely “bad” and unlikely to earn the social engagement you desire. Not sure where your content falls? Then it’s time for a social media audit.

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