Chapter 4
Social Media: Informal Communication, Powerful Profits |
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Honesty is a key asset with social media, not only because of the consequences if you get caught “faking it,” but because of the creative strengths you enjoy when you figure out how to promote the core values and qualities of your company and products through this channel.
Here two of the main principles that apply to social media advertising:
- The Message Is for the Medium. When creating an event, writing a press release, or crafting a video for viral marketing, think about what people are interested in, not what you want to show them. Nobody in the major social media is likely to be interested in a new product you create or a new development in your company. But if you can reposition your news so that it will be interesting to the greater public, you have a good chance of getting coverage. The trick to writing good press releases and/or informational videos is to study the media beforehand. Figure out what types of stories/videos they like to run, and tailor your piece to match.
- Audacity Is Everything. When developing a news story or event, be aggressive in your conception. Big stories are generally better than small ones. Crazy events are more interesting than sane ones. Odd or funny videos get more play than conventional ones. But when thinking audaciously, be calculating. Study the media’s preferences. Determine what kind of odd, crazy, and/or funny messages they like to feature.
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