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.
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