Content, as we say in the social media biz, is king. Well, that and cats. So cat content is king. But the rest of content is a very close second. It’s what drives the social media machine, garnering likes, gathering retweets, and being spread virally through shares. It’s articles, listicles, photographs, infographics, videos, and so much more. Content is the key to engagement.
No matter the format, be it Facebook or Twitter, LinkedIn or Instagram, you’re going to want to share content that occupies that magical space where your own interests and your customers’ interests overlap. Of course, how you share that content is largely determined by which social media platform you’re using. The Vine app, for instance, only posts user-made videos. Instagram started off as a photo-only app, though it now offers video sharing, as well.
When it comes to Twitter, sharing content can be a tricky endeavor. The popular social media site’s 140-character limit per tweet doesn’t allow you to dive into a deep analysis of whatever it is that you’re sharing, like a Facebook or LinkedIn does. Instead, you want to deliver content with a concise but engaging headline with two goals in mind: Users clicking on your content and users retweeting your content.
One of the biggest things that can help is including an image with your Tweet. This used to be more of a hassle but Twitter has recently incorporated images directly into users’ Twitter feed. If you are tweeting a link to someone else’s article, find the author’s Twitter handle and include that in your subject line. This greatly increases the likelihood that you’ll be retweeted.
You’re going to want your content to be relevant to your message, trustworthy, timely, topical, useful, informative, and personal. And take the time to see what your followers respond to. If you notice that one type of tweet is consistently retweeted more than other types of tweets, thoughtful analysis may reveal what your specific audience is interested in.