Once your business chooses a social media media platform the big question to answer is: what should be the content of my social media site? Based on what your company stands for, a social media outlet should be implemented to best highlight it.
In this article by Steve Nicholls, he explains why most companies tend to fail at implementing social media. He describes the businesses today that have a weak social presence as having too narrow of a focus. He introduces the 3 C’s: content, context, and conditions. This narrow focus of businesses today is centered on content. This means the focal point of most social media strategy focused too strongly on their external content, with little to no focus of their core internal values or their tactics.
In order to widen their focus and solve these problems, your company must determine the context of the environment in which your social media presence will serve. Also, you need a step-by-step social media formula, which will center on your business goals. In order to display content successfully, they must incorporate the other two C’s. This involves reflecting internally and a well-thought out tactical plan to implement on their internal goals.
In the supplementary article by John Harrison and Olga Khazan, three businesses are asked which types of content performs best on social media platforms. Aaron Schwartz, founder of Modify Watches in Berkeley CA is one of them that explains his social media implementation. Their company’s content, watches, is shown based on their context and conditions; which is their reflection of their internal goals and their execution. Because their company thrives on selling interchangeable watches that are easy to wear, they set up a Facebook page that engages customers to take pictures of their watch combinations to post and vote on. This is one example of a company’s tactic that displays their content based around their company’s mission.
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