ACH Communications Principal and Digital PR Consultant Arik Hanson recently gave an insightful and well-received presentation to The Social Lights Community Manager Training Program class outlining the ins and outs of creating favorable content for social media.
In a slideshow titled “Likeable Content: How to Create Social Media Content that Gets Clicks,” Hanson offered students 32 actionable tips to master content creation. From recognizing and engaging a brand’s audience to using visuals to boost page views, the CMTP learned what it takes to be an effective and representative Community Manager.
Among the advice given by Hanson regarding the role of the Community Manager: You need to be ready to post on social media at any moment – and that means staying equipped with a smartphone or laptop at all times. “You are the eyes and ears in creating content,” he said. “Learn how to publish as quickly as possible.”
This ties into another tip offered, which was to be ready to put your “reporter hat” on. As a Community Manager, it is important to stay in the know, Hanson explained, and to be original in the content you create. Writing about topics that nobody else is covering is one way to execute this, as is taking a contrarian viewpoint.
“Don’t write about what everyone else is writing about,” he explained. “You’ll never cut through the clutter that way. When everyone else is zigging, you zag.”
Utilizing hashtags to their fullest potential is also essential, as Community Managers must pay attention to what is happening within their industries on Twitter. Developing and scanning Twitter lists of key influencers also helps a Community Manager set his or her brand apart from the competition. And searching Quora for common questions in your brand’s industry is also extremely helpful, as any Community Manager should know what customers are talking about and want to learn.
Perhaps the favorite quote of the night was when Hanson told the CMTP class to become a “Unicorn Community Manager,” meaning that all CMs should learn how to be their own art director. Many brands want a Jack-or-Jill-of-all-trades – someone who can write, create graphics, and monitor various social media platforms.
“I can write the headline. I can take the photo. I can be the Community Manager. We’re not just going to talk – we’re going to act.” And in the digital and creative age that we now live in, visuals are one of the most effective ways to reach your audience. Make quotes visual. Make the mundane visual. Try a different perspective. Get the shot no one else can.
“Fans like creativity – not necessarily your brand,” he stated.
Knowing your audience and communicating topics on a personal level is something that Hanson does everyday. Social media is all about connectivity – knowing what others desire to see or read and personalizing it – that’s how you create true fans.
And although Hanson offered 32 tips – very good tips, by the way – to students about Community Management, he noted that knowledge is good, but implementation is key:
“It doesn’t matter how many tips and tricks you know. If you don’t execute them well, they’re useless.”