Your fans and followers don’t know it’s coming. The content just pops up randomly on their feeds. And in the case of Facebook there’s only a 16 percent chance of that happening organically.
So that really cool brand video or the awesome new sweepstakes application you created? Chances are your fans aren’t going to see it.
That’s why content syndication is crucial on social channels. Brands need to augment and amplify content through media and blogger partnerships, paid social advertising and integration across all owned digital and social channels (making sure content spreads through Twitter, Facebook, Instagram, blogs, website, email newsletters, etc.).
But there’s something else brands can do.
Regularly scheduled social programming.
When fans and followers know content is coming then they can look for it themselves.
This already works. Most Twitter chats, for example, are scheduled for specific days and times. If you want to talk about books and literature you can join #litchat every Monday, Wednesday and Friday from 3-4 p.m. CST or if you want discuss food and restaurants you can join #foodiechat every Monday from 8-9:30 p.m. EST. There are literally dozens of scheduled chats on Twitter every week.
Fans plan on attending by adding the chats to their schedules.
It is what blogs have always done. Blogs are most effective when they are about something specific. Fans know what kind of content they are going to get – they come to expect it. When blog posts are written and published regularly – readership goes up. When content is random and published sporadically – readership goes down.
Regularly scheduled social content also allows brands to market and advertise their content more effectively. If you are a food brand and produce recipe videos with a chef then why not schedule them for a specific day every week? That way you can advertise them in advance online and through social channels. You can tease out the recipe show in advance with additional social content – tweets, email newsletters, status updates, recipe cards, etc…
Fans will begin to notice when the regularly scheduled content is published (especially if they are reminded about it – or given an incentive to watch such as a coupon, a special offer, etc.) and begin to tune in.
If you integrate the regular content as part of a campaign and blend it into brand storytelling it becomes even more powerful.
Random social content – if you think about it – doesn’t make much sense.
Get rid of the bulletin board approach. Get consistent. Avoid content randomness.