Social Animal Week 2 - Content for Different Channels

Frances Brown  Posted by Frances Brown, Oct 21st 2013, 11:06

Happy Monday Questioners!

In last week’s blog we talked about defining your message, raising awareness and sharing your knowledge.  We broke it down into two aims that we will continue with this week.  Here’s a recap of the questions your might ask yourself…

Awareness of you or your business - What is your value or benefit to customers? What do you do or offer? Who is in your network?  Who do you work with? What are your current projects and activities?

Sharing Knowledge and Opportunities - What do you know? How can you interact with your audience?  How can you help your audience?  What opportunities can you share or offer to your audience?

Week 2 - Channels

This week we are going to look at a few popular social media channels and give examples of how you might shape your content for each channel and what the differences may be.  We'll go into more detail on twitter and you can apply the ideas to your other channels.


Awareness - Let your audience know what you are up to and where possible activity tweets should be in realtime. For instance are you running and event or attending a conference, talk for craft fair?

When running an event give it a hashtag and encourage attendees to tweet their pictures and thoughts to the hashtag which gives you insight into their thoughts, helps you capture the day and engages your audience.

This will also provide your with material you can use later and enables you to follow and communicate with audience as well as encouraging them to follow you.

Blog Link - 5 tips on using hashtags across social media - not just twitter

If you are off to work with a client or have a meeting with someone you think your audience will be interested in tweet about what project you are working on, invite followers to check out your collaborators website or share pictures of work in progress.  This can help an audience understand who you are, who you work with and create a buzz about ongoing projects.


“Off to talk to @abiguniversity about a new project to inspire it’s creative + sci students to collaborate. Students what do you think? Tag #artsci”

“­En Route to @techfest armed with goodies [picture] for our collaboration event!”

“We are here on A Street until 6pm with pop-up cake stand -  selling on giant cakepops! [picture]

“@Sportsprof conference @venue was great + met interesting lot check out @sportdude @runningman”

Sharing - Twitter can be used for sharing opportunities, competitions, events and those offered by other organisations as well as your own.

Use twitter to direct your audience to other organisations that you think are doing good work. This will strengthen your relationships with the other organisations but also show your audience that you are there for them and are providing them knowledge of a broader network that will help them.

Don't worry that you are sending audience elsewhere - it shows that you are confident in your role ­ again think ­ big fish, small pond.

You know what you are good at and you know who else is out there and what they can offer. Being part of a strong network looking at the greater good is better than trying to be the ultimate go-to for all information.

You are overshooting and won’t be able to provide the quality if you stretch yourself too thin.

When you are deciding what to share it might be useful to map out who your audience is. Try answering the following questions:

  • Who are your followers now?
  • Who would you like to attract?
  • What will they be interested in?
  • What tone should you be using for your target audience?

e.g. A student enterprise support agency:

  • Typical followers on twitter will include societies and groups, educators and sector contacts.
  • We’d like to attract more individual students and businesses.
  • Audience will be interested in our resources and opportunities and keeping them up to date with what other enterprise and support careers agencies are offering.
  • Tone for twitter should be enthusiastic but professional.

A note on twitter ­- twitter works best when the individual operating the feed feels like a real person - if your feed is named after your business consider using ‘tweets by Alice’ or similar in your description or making a point of sounding human, having conversations and adding humour to your tweets, not just an endless stream of info.

By linking the feed to a person people will engage and communicate more which is the key strength of twitter - building relationships via communication. Twitter should not be a one­-sided affair only posting out information.


Facebook can be great for collating the awareness and sharing information used in twitter to create mini­posts about events and collaborations. One story per event can be posted with accompanying pictures.

Facebook is ideal for engagement activities like competitions and promotion to a selected audience. As the majority of Facebook audience will be individuals tone may be slightly more informal.


Wee were at A UNIVERSITY Art­Sci event working with creative and science students to create collaborative work based on the individual major projects of the Art­Sci pairs. The concepts and prototypes were brilliant and over 5 of the pairs are planning on working together to develop their ideas. We will be back at the university next month running a skill swap event across all of the faculties. [feedback quotes] [pictures]

Another good post from Ignite highlights some engaging Facebook updates that have created a buzz and lots of sharing and likes.

29 Examples of Visually Engaging Facebook Updates [2013 Edition]

You might feel like your Facebook posts are missing the mark a bit or you aren’t getting the engagement from your fans.  This post has got lots of great tips…

How to Get Your Fans to Stop Ignoring You on Facebook


Blogs are great for sharing really useful information, reporting ideas or summing up projects.  Use blog posts to report at greater length - posts that could as a portfolio for future work.   Blogs give opportunity to write up events to your benefit stressing your role, benefit to clients, customers etc.

As we saw last week it’s all well and good creating content you are proud of if no-one sees it.  This infographic gives you a quick insight into promotion for your blog posts.

Some general tips...

Different channels are there for a reason. Not all people want to see everything. Don’t promote every single Facebook post on twitter or vice­ versa. Use cross posting only for important posts or a regular daily theme.

There is nothing more boring than being active on social media and having the same story in your blogfeed, Facebook timeline and Twitter stream.

Give credit where it is due. Link and identify owners and sources of work or information.

If you are asking a question make sure you actually want an answer and have a use for it. Don't ask questions without any point (e.g. Went to see xxxx film, what did you think?).

Why are you asking? If it’s vital you have to be prepared to chase it up not leave it hanging. An asked question with no response may make am audience think no-one is paying you any attention… Maybe you aren’t interesting, you have no real fans or you’re not relevant.

Think! Before posting:

  • Is it meeting one of the main goals?
  • Is it benefiting me or my business by increasing perception of expert status, building trust or promoting activity OR is it of ‘real’ value to the audience by sharing information or an opportunity?
  • Is it targeted at the right audience?
  • Is asking this question necessary?
  • Is this post repetitive or a duplicate?

Next week we will be looking at timing your posts, the importance of newsletters as well as other channels such as youtube, Pinterest and Instagram and how you can use them for competitions, sales and creating buzz for your business.

See you then,
(Starting Team)