Inspirations, deep thoughts, surprising insights, or random ideas on how social media intersects PR.
When you first begin a relationship, one of the questions on many people’s minds is “Should we make this Facebook official?” It’s a pretty major decision. However, what you don’t realize is that you ask this question to ever post you share on social media. Social media has become a massive part of peoples lives and keeps getting bigger. Each individuals profile embodies their personality and shows the public who they are as a person.
In this chapter, author of “The Content Code” Mark W. Schaefer, outlines specific guidelines to help get more shares on a Facebook post. As I previously mentioned, no one cares if you are writing like Edgar Allen Poe if your lead isn’t attention grabbing. However, getting people to read a post is only half the mission. The next task is to get these users to click just one button, “share.” Schaefer says that understanding why people post things, will help increase your posts “shareability” and get your content trending.
One thing that is important to remember when dealing with people is that individuals only care about themselves. As self-centered as its sounds, it’s the truth. Schaefer concluded that 50% of what people post is centered around themselves. He states, “We’re literally hard-wired to talk about ourselves” (Schaefer 54). People share things because they make an emotional connection with the content in some way. Even though this point may sound repetitive, its imperative to understand. Many marketers believe that promoting discounts are the way to drive shares, but this is the opposite of correct strategy.
Now, close your eyes and paint this picture: You are out with your friends and everyone is hungry. You have two options, Chick- Fil- A or $1 chicken from a gas station off the road. Yes, maybe some people will choose the cheap chicken, but I can almost guarantee the majority will pick Chick- Fil- A. Even though one may be more expensive than the other, it doesn’t really matter. At the end of the day, people are going to pick the food that they have a loyalty to and one that is familiar.
Schaefer refers to a similar example when describing a person’s favorite pair of jeans. Yes, maybe some people pick their jeans for the look and price. However, most people pick their favorite pair of jeans by the way they feel. This is how content creators need to view posts they want to gain shares. It’s not about promoting the discounts or sales, its about making a personal connection. At the end of the day people are always going to pick the brand they are loyal to over a cheaper option. As humans, people take their relationships very seriously and social media content should be crafted as delicately as building a relationship.