Care Before Content

Care about your characters first—create your content second.  That’s what Ilana Rabinowitz of Social Media Explorer says is the key to effectively employing social media.  Rabinowitz’s theory places “caring” at the core of marketing methodology, challenging the more traditional strategy of staking out your consumer prey before ambushing them with social media marketing.  Take successful blog and Twitter handle Tiny Buddha for example. Founder Lori Deschene says she didn’t begin her site in search of page views or profit; she simply “wanted to do something meaningful.”  From its beginnings, three year old Tiny Buddah has cared about its audience and in return has received about 5 million page views and 200,000 devoted Twitter followers.  In other words, if you want your social media strategy to be successful, stop worrying about the dollar signs and create content that responds to your consumer’s needs. We all know that a happy consumer makes for a happy brand; it’s a win-win situation.
 

Key takeaway: If you care about your consumers, they’ll care about your content.