Over the past few weeks, we have discussed Contributive Social Media. We mentioned that Contributive Social Media meets an audience need. The specific need you need to meet depends on your audience. Providing community, information, or rewards are just a few ways that you can incorporate Contributive practices.
Building off of last week’s discussion on Incentives, we would like to address what we call Unique Promises.
There are two types of promises that we make on Social Media. The first is called the Brand Promise. A Brand Promise is essentially the general experience that you guarantee to your following.
For instance, let's pretend you own a coffee shop. Your brand promise would be coffee. Your posting across all channels would come from the perspective of a barista.
Most of us are pretty familiar with the general idea of a brand promise. Therefore, we are going to focus on the second promise: Unique Promises.
Unique Promises are the main topics that discuss on each Social Media platform. For example, in your coffee shop, you would discuss different things on each channel you are involved in. On Facebook, you might post about crucial information and the people who work in your shop. On Twitter, you would post educational information about coffee and promote events. On Instagram, you would post inspirational pictures of coffee and also share great pictures your customers post to get them involved.
Unique Promises give your consumers a reason to follow and interact with you across multiple mediums. Too often, we see businesses post the same content across multiple channels.
There are a couple problems with that model. First, you are not giving people a reason to follow you on multiple channels. Second, each Social Media has a different purpose. Instagram is centered around high-quality images that share life moments while Twitter is based on quick news, announcements, and alerts.
Therefore, by providing unique promises, you are giving people a reason to follow you on multiple channels, as well as setting yourself up to post content that is suitable to the medium.
Have questions about what your unique promises might be? Contact us.