This document provides guidance on creating engaging social media content. It emphasizes focusing on the audience rather than self-promotion. Specifically, it recommends (1) standing out through unexpected opportunities and special events, (2) shifting focus from "What's in it for me?" to "What's in it for them?" by understanding the audience's perspective, and (3) answering three questions for each post - the goal, target audience, and value proposition. The overall message is that effective content meets audience needs rather than just promoting the company.

1. How to Create Content People
LOVE!
(and love to share!)

2. TRUTH:
Most social media activity is not
true engagement.
Mostly, it’s self-promotion.

3. Everyone wants a short-term
ROI on time spent doing social
media….

4. But what they don’t realize is
that…

5. “In the era of Socialized Media,
relationships are the new currency
and participation and collaboration
are emerging as the new
information exchange.”
Brian Solis, Principal of
FutureWork

6. Overview
• How to Stand Out
• Dialogue
• WIIFM ==> WIIFT
• Dialogue
• 3 Vital Questions You Must
Answer When Writing Content
• Dialogue

7. Section 1:
How to Stand Out

8. Do something extraordinary…

9. Unexpected opportunities…

10. Mark special days…

11. Involve owners, CEOs – everyone!

12. Listen and learn…

13. Invite customer input…

14. Share something truly useful…

15. Contests…

16. Deals and coupons…

17. Resolve problems…

18. Tell a story…

19. Talk with customers…

20. How come every company
doesn’t do these things, all of
the time?
Because it involves too much hard work.

21. And that’s where YOU can
stand out!

22. 5 Min: Partner with someone
and dialogue on ways you can –
or already do – stand out

23. Section 2:
WIIFM? Vs. WIIFM

24. Why do you buy things?

25. Always be thinking:
"What is the reader thinking?"
and…
"What do I want them to think?"

26. Stay relevant and inspiring.
Keep your finger on the pulse of
what’s happening out THERE - not
just in your own world.

27. Get out. Talk to People. Read a
good book. Whatever it takes to
get inspired so you can talk to
people where they’re at - not just
where you’re at.

28. 5 Min: Partner with someone
and dialogue on what you
THINK your audience is thinking
and what you want them to
think. How will you find out?

29. Section 3:
3 Vital Questions You Must
Answer When Writing Content

30. 1: What is the GOAL of this
status update?

31. Don’t puke—plan.
A lot of people just ‘puke’ content
out because they “need to get
something posted today!”

32. When you do this – it becomes all
about YOU.

33. 2: WHO am I talking to?

34. *Identify WHO your audience is.*
You can’t be everything to everyone.
Write for your ideal audience - give
them the knowledge they need to
help them solve the problem you
have the solution for.

35. 3: So What?

36. As business owners there’s this
powerful urge to write social
media updates that say, “here’s
who we are… what we’re up to,
why we’re great…”

37. I get it. You’re proud of who you
are and what your company is up
to – but it’s a mistake to do this.

38. Here’s why…

39. The only thing the audience
cares about is themselves.
Sounds funny. But it’s true.

40. Think about it this way: Your
audience has needs or problems
they’re trying to solve and the
only reason they care about you
or your company is because
they’re trying to find a solution to
those problems and needs.

41. That sounds a little harsh – but
it’s the way we are. We love to
hear about ourselves, talk about
ourselves and have other people
talk about us.

42. 5 Min: Partner with someone
and dialogue on what ‘problem’
your audience is trying to solve
and how you can provide that
solution.

43. Summary

44. • Focus on WHOM you are
communicating to rather than
from where you’re
communicating.

45. • Get inside the head of your
audience and tailor your
content just for them.

46. • Always Ask:
- “What is my audience
thinking?”
- “What do I want them to think?”

47. • Don’t make your content come
from a company who is talking
about themselves.

48. • Have FUN!
And don’t take this social media
stuff too seriously. It’s just a
conversation between you and
another human being. 

49. THANK YOU!
©2012-2013 Rachel Karl. All Rights Reserved | www.RachelKarlOnline.com