On a weekly basis, I field questions like, “How many times should I tweet?” or, “Which social media platforms should I use?”
How the heck would I know?
I mean, I can tell you the best times to post to certain platforms. And I can tell you the demographic profile of the typical Facebook user vs. the typical Snap user. I am well read on the latest research about how many times to share the same post. But I don’t want to tell you that. At least not yet. I want you to tell me something first.
Tell me this: What is the message you are trying to convey? Who are you trying to reach? What do you know about that person you are trying to reach? Yes, I’m looking for gender and age and geography, but tell me more! Tell me what their goals are. What stresses them out? What inspires them?
Tell me this: What are your goals? Why are you trying to reach the person you just told me about? What is important to your brand?
By telling me this, you’re telling me your message. And here’s an important message: it all starts with message! The message matters most. The message dictates what you say, where you say it, who you say it to, and how many times you repeat, it. The message, leads to the story. And social media communications, the effective kind anyway, is all about storytelling.
Sure, social media is different than traditional media. It’s immediate. It’s personal. It’s a two-way conversation. But ultimately, it’s still communications. And if you haven’t delivered a message, you haven’t communicated.