Which means that despite all of our shiny new communications channels, it’s not getting any easier to connect with the people you’re trying to reach. So what do you do about it?
It’s simple: focus on quality.
We’re all so busy filling up our social media channels with a regular stream of content that we often don’t spend enough time thinking about whether what we’re sharing is actually interesting, useful, or just plain fun.
Here’s the catch: it’s not easy, especially if you’ve read all the social media expert advice about ensuring you’re Tweeting several times a day every day, and angling your posts for the Eastern time zone, for example, to get maximum reach. If you sign up for a strict schedule, filling up your content calendar starts to make Sisyphus’s job look easy. We struggle with this all the time on our Adobe channels.
The next time you’re reviewing your content calendar, use the “So What?” test. Ask yourself, “Is this something my fans / friends / followers are truly going to care about or will they shrug and say ‘So what?'”
If the answer is yes, congratulations! You’re on the right track. For extra bonus points, don’t hit the Publish button just yet. Find the why-this-matters-now link or image. Look for the proof that will make people say, “wow!” or “that’s cool,” that makes them think “I want to learn more”. When you know without a doubt that you are providing ‘a-ha’ moments, you’ve passed the “So What?” test and are finding the right things to share.