Inspirations, deep thoughts, surprising insights, or random ideas on how social media intersects PR.
With the online word being so saturated with content now more than ever, even the best content may never reach an audience. Content cannot always organically reach the top, sometimes it has to be pushed. In Chapter 8: Distribution, Advertising, Promotion, and SEO, Mark Schaefer discusses different ways to “ignite” content. He cites distributing content across a variety of channels, paid advertising, promoting without being spam, and search engine optimization as ways to get you content out there and seen by the masses.
Out of the many ways Schaefer suggested to ignite content, one that really interested me fell under distribution. He proposed that we, as content creators, should “Discover and master new platforms,” deviating from the big three: Facebook, Twitter and Instagram. Large sites with hundreds of millions of users such as these are normally the go-to social media channels, therefore they are flooded with content by the second. Everyone is after the same goal: to be heard. It is a struggle to engage an audience in such saturated environments.
Schaefer recommends learning the ins and outs of “less-crowded, niche distribution options” such as LinkedIn, Pinterest, and Reddit. It all goes back to building that alpha audience. Sites like these have smaller, more engaged communities and less clutter. It is much easier to be heard and directly reach an audience rather than hoping that they all come to you. Users on these sites are much more likely to see and engage with your content, especially if it lines up with their own interests.
As future communicators and content creators, this concept is very important. Whenever we think of pushing out content through social media, our first thoughts are huge sites like Facebook, Instagram, Twitter, and YouTube. While these channels have the potential to reach vast audiences, they are so over saturated with content. There is a very small percentage of people that will actually see what we post. Branching out to smaller niche websites sparks more of a conversation and can allow us to speak directly to our key publics and share our content with them. Thinking outside of the box and distributing content on these smaller sites can pay off in the long run, creating and strengthening an alpha audience.