I can’t be the only one to notice this…infographics, “viral” videos, Like and Retweet campaigns, they all seem to be trying a bit too hard lately. For example, most infographics I see today are no more than visual press releases with graphical elements tied to information…and then more information…but wait, then more information. If this was just about visualizing scrolls of information, then anyone using free infographic generating tools and a list of interesting data points could make pinteresting graphics. The key is to think less about the packaging and more about the story you want to tell. But even more importantly, it’s time to put the social in social media and craft the story you want people to talk about and share.
It’s not every day that I focus on social media tactics. However, I’m sharing this post to address a growing concern among social media and digital strategists and those to whom they report as to why their content performs at lackluster levels. Much of what we see in our news feeds and social streams is adequate but not yet representative of what’s possible. However, if creative professionals and brands overall do not understand what it takes to make content or campaigns engaging, optimism and support for experimentation fades and as such, budgets dwindle.
Rebecca Lieb, my colleague at Altimeter Group, tracks digital advertising and media. Along with Jeremiah Owyang, they published a new report on the integration of Paid, Earned, and Owned Media. She shared with me the importance of not only shareability, but also integration into an overall content strategy, “A common content marketing misapprehension is that it equals social media. Content production is tactical. Its desired result, good content, must be informed with strategies and goals related to customer experience, journeys, sharability and its correlation and integration with both paid and earned media.”