Creating Social Media Content that Speaks

This week, I have the amazing opportunity to speak to a respected audience of Michigan bank marketers at the Michigan Bankers Association Bankers Education Summit and Trade Show (BEST) Conference in lovely Traverse City, Mich. During my breakout session, we’ll being talking about the intricacies of social media content creation.

With that in mind, I want to start out by asking you, does your social media content speak?

I know, I know—content can’t just get up and carry on a verbal conversation with you. That would just be silly…not to mention physiologically impossible.

…but would it?

I want to challenge you with something that might seem a little hokey at first: Do you think the consumption of social media content could actually spark, maybe not a verbal conversation, but an internal monologue? It sounds crazy, I know, but please hear me out:

Open your Facebook right now. I’ll wait.

Now, I want you to scroll through your News Feed until you find the first piece of content published by a brand you’ve “liked.”

For me, it’s this:

Screenshot from the University of Michigan's Facebook page that pictures a sunset on campus

Now, I want you to ask yourself: What did the piece of content I just found evoke in me? Was it a feeling? Was it a question? Was it a desire to read, watch or hear more?

When I look at the photo the University of Michigan shared above, I’m immediately inundated by a variety of emotions. As a Michigan graduate, I immediately feel pride. I also feel nostalgic. I yearn for more images that might have the power to elicit in me this profound sense of home.

In this case, the photo did most of the talking. I have a sneaking suspicion that the University of Michigan had to have known that would be the case. Social content creation is a very calculated; there’s a lot to think about:

  • Who is your audience?
  • What do you want ultimately want them to do?
  • What do you want them to know?
  • How do you want them to feel?
  • What do you want them to do next?

Many marketers, bank marketers included, don’t consider these really important factors when they go to publish a social media update. This happens for a variety of reasons: it’s too much work, there’s not enough time, it’s not really that important…or, in some cases, they just don’t know which questions to ask.

But utilizing social media as a business should be purposeful. It should provide a value to your audience—one unobtainable anywhere else.

If you’re a bank marketer, you ultimately want to sell your product or service. After all, that’s what employs you. And those products and services are what allow your customers to live conscientious, fruitful lives. Social media is another medium by which to achieve that purpose. And creative content is a pathway to providing that value.

So, I ask you again: does your social media content speak?

Want to learn more? Feel free to download my Michigan Bankers Association BEST Conference presentation on SlideShare.

Photo Credit: Flickr’s Sebastien Wiertz

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