Content is king! This has become the mantra of social media, especially bloggers. As long as you have good content, they will come. Saying otherwise is blasphemy, heresy!
And yet, a brave few souls are daring to challenge this. They whisper in dark corners that there is a new king in town.
The king is dead, long live the king!
Good content is still a staple of any web or social media presence. But (there’s always a but isn’t there?) it is no longer enough!
The fact is that we are now inundated with content from every possible source. Did you know there is actually a game called Googlewhacking? The goal of the game is this: find that elusive query (using two words – no quote marks) with a single, solitary result! Sounds easy? Try it and let me know.
The point is that we are now in information overload. If you are like most public service organisations (PSO), you likely have a series of websites overflowing with information. So much information that you probably don’t even try to find any single piece anymore because it is easier to just Google it that actually trying to find it by yourself on your own site!
So, taking that information and just regurgitating it on your social media channels is at best a feeble attempt to breathe life back into your website. At worst, it is a huge waste of time and resources and will not, I repeat will not get you the results that social media promises. So what will?
This is where new king comes into play in a big way: Context!
Your new mission, should you choose to accept it, is to provide much needed context for your organization’s content. In a nutshell, it means using your social media channels to provide that “What does this mean for me?” element that will provide the critical value that your audience needs.
For example, say your web site has a 10 screen long post on the new regulation surrounding the use of the new industry whatchamacallit. You want to let businesses know about this new regulation that affects them.
Here is what you are NOT going to do:
Tweet like this: The new whatchamacallit regulation is out. You can read the whole boring thing here: (link to the 10 screen long mind numbing content piece that would put even a toddler hyped up on chocolate to sleep).
Here is what you could do:
Write a blog post explaining the 5 biggest impacts of the new regulations for businesses using the whatchamacallit.
Write up 5 tweets, one for each of the 5 impacts, along the lines of: Did you know you now have to use a 5 ounce whatchamacallit in your production line?
Prepare a Facebook post that points to the blog post and to the new regulation for those who want to read the whole thing.
There are of course a million variations to this but the basics remain the same: putting your content into context for your audience. Public service organizations need to let their audiences know why their content should matter to them.
Good content + great context = social media success for PSOs
If you can do this, its mission accomplished!
P.S. This blog post will self-destruct if you do not share it within the next half-hour (or whenever you feel like it, no pressure!)