Are you just checking a box when you share on social media?
As we enter Women’s History Month, I started thinking about how often we see brands using awareness days and months on social media. As someone who builds calendars and strategies for clients, using these themes can be a useful shortcut. Coming up with new social media content ideas all the time is tough so using topical awareness days can be a great place to start, but does it always make sense? Are you just checking a box if you post about Women’s History in March?
According to a survey from Sprout Social, 74% of consumers believe that social media has increased accountability for brands. We know this, right? Social media has taken over how we consume information and that also means how we build and maintain a reputation. Being authentic sounds like an easy task, but you just might miss the mark if you are not careful.
Watch the latest segment of Getting Social With Gambel Communications on FOX 8.
Tips for success:
Choose wisely. Not every awareness day or month will make sense for your business or brand. Don’t stretch topics beyond their meaning just to “check the box.” Make sure you research the meanings behind them to ensure they make sense to your brand and business.
Find inspiration from your internal team. Users want to identify with you and your company and times like now - Women’s History Month - are perfect for sharing praise or stories of the women in your organization. But remember tip #1 – be mindful of their meaning. To draft content that appeals to marginalized groups, you have to practice what you preach.
Educate your followers by showing company progress. Content around awareness months or groups resonates when it comes from a company that is actually doing something to promote the well-being of that group. If you have a personal reason why certain days or topics are important to you, make a short-form video explaining this to your followers. It will feel more authentic.
Be creative and fun! It is okay to have some fun on social media, no matter what your business. Use those fun ideas from the Gen Z’ers on your team and go ahead and make a video of your staff all enjoying pizza on National Pizza Day!
There is no shortage of days of celebration or even holidays taking place around the world. Still, this does not mean your organization should post about every single one. Not only is this difficult to keep up with, but it will also cause your followers to lose interest – fast.