Regular viewers of the show became familiar with its strict structure . First , a crime , then an investigation leading to an arrest and prosecution . Somewhere along the way a snag would be hit , creating tension that would drive the story . You could almost set your watch by it .
Every successful content product has a clearly defined structure . TV shows have plot formulas , radio stations have clocks , magazines have brand bibles and web sites have usability rules . These are strictly followed .
While this may seem boring in concept , creating a clear structure is absolutely crucial in practice . Any cognitive energy your audience uses up trying to navigate your content lessens the amount of energy they can spend on what you ’ re trying to tell them . A standard format is also helpful in setting the constraints under which creativity thrives .
A legendary editor once told me that a great content product delivers two things : consistency and surprise . I think the same is true with social marketing . You should set expectations , but also feel free to break the rules now an then . However , without consistency , there can be no surprise , you just make a mess .
Create A Community ( Not An Audience )
Up till now , I ’ ve focused mainly on content . That ’ s deliberate , because without compelling content that informs , excites and inspires , social marketing doesn ’ t have a chance . It simply will not be effective . However , the mark of a great social marketing program is that it builds more than an audience — it builds a community .
Intelligent Social Media Marketing www . kacharagadla . in