High Engagement Content

A few years ago, I shared a video from Chris Brogan, where he referred to social media as a “serendipity engine.”

In that video, Chris explains that tools like Twitter and LinkedIn allow us to “stumble” across great content and people.

I’d like to spin the concept of serendipity to describe the type of content you should share.

If you work in marketing and/or communications and manage social media accounts, your content is likely slanted toward your area of focus – marketing or communications.

You post press releases or testimonials or promote products – all with little to no engagement.

Serendipitous Content

What many organizations fail to realize is that social media networks are made up of millions of people, and people like to have conversations with other people about stuff they care about.

On any given day, only a small (and I mean small) percentage of your fans/followers really care about the latest product or press release you share.

Planned content often doesn’t deliver the same results as serendipitous content – content you “stumble” across.  This point was again validated for me recently.

A few weeks ago, I was leaving work after a heavy snowfall.  Someone had decided to make a couple of snowmen outside the college with a couple of Tim Horton’s cups in their hands (as shown below).

I snapped a quick photo with my phone and posted it to our college’s Facebook page.  Within a few days, it was one of the highest engaging pieces of content – generating 53 likes, 3 shares and 5 comments (notice how I strategically took the photo to include or college sign).

Why should I care about engagement?

So we know that people normally don’t interact with crafted and organizational content, but why would I want to create content that people engage with if it doesn’t promote my products or services?

Facebook has a complex algorithm called EdgeRank that they use to determine which posts will appear (and how high) on a user’s news feed.

One of the factors in the algorithm is Affinity or the relationship between the post creator and a user.  The more interactions a fan has with your page, the more likely your content will appear on their news feed.

So, if you are always pushing the latest product, news release or event and never content that people really care about, your reach will be greatly reduced.  Make sure you share content that people really care about and will interact with, thus increasing the affinity between your page and them.  That way when you post content that you really want them to see, like the latest product, they are more likely to see it.

Plus, it’s just good business to humanize your content and talk with your fans, not to them.