I’ve been asked to teach a one day social media promotions class in the SOU Business School so it’s a perfect time to do a series of blog posts on Promotions in Social Media. I moved from LA to my new town, leaving a social media teaching offer behind me, and it’s cool that I”m again in the University context. It’s a good place to be.
Whether a personal Facebook page or a brand’s Facebook page, whether a tweet or an instagram photo, I see every post on social media as an act of celebration.
Celebrating what? Celebrating the person we’d like to be…our aspirational self.
What we post on social media says something about us. Our posts say, I want you to believe this about me.
I’m celebrating what I want you to believe about me.
Here’s a post of myself – highly curated – who says who I am. Here, I share a post that says who I am. Here, I RT a tweet because I am that.
I am an awesome photographer with amazing friends. I am creative, sexy, and innovative. I am healthy, loving, and smart. I am forward thinking and the 99%. I have this information I’m going to share with you all because I’m that cool/ funny/ smart. I am, I am, I am. And I was here. Boom.
Social media is in essence celebrating a performative self. It is a total construction. That’s why we’re all so addicted. It’s fantasy and reality rolled into one. And we have total control of the message.
As a marketer, this is part of defining who your demographic is.
Yes, what does your demographic believe?
And most importantly, who do they want to be?
Make a collage. Pull quotes. Make it real. Ask them questions on FB to be sure you are right. Assume nothing. Your community will ultimately tell you if you’re on. When your content resonates on social media, your community will like, comment, share, heart, RT, and reply. It’s call and response. The responsibiltiy is all yours to be true to your audience and your analytics do not lie.
Simon Sinek asks every marketer to start with why.
The golden circle
Why: As a brand, what’s your purpose, what’s your cause, what’s your belief? Why does your organization exist? Why do you get out of bed in the morning and why should anyone care? What do you believe?
“People don’t buy what you do, they buy why you do it. The goal is not to sell to people who need what you have, the goal is to do business with people who believe what you believe.”
I put this in the context of celebration.
We celebrate the type of person who….
We celebrate ways of living that include…
We celebrate different aspects of ….
Let this drive your messaging and the content you create.
Let celebration to be the neon thread that moves through the How and the What that you do.