Strategy vs. Spontaneity (Can you plan in the moment content?)

Strategy vs. Spontaneity (Can you plan in the moment content?)

Key Definitions:

Social Media: Social Media platforms are interactive technologies that facilitate the creation, sharing and aggregation of content, ideas, interests, and other forms of expression. (Instagram, Facebook, Twitter, TikTok etc.)

Content: Social Media Content means and includes any materials, documents, photographs, graphics, and other information that is created, posted, distributed, or transmitted using social media Internet sites or social media tools.

SEO: Short for search engine optimization—is about helping search engines understand your content, and helping users find your site and make a decision about whether they should visit your site through a search engine.

Is Social Media the same for everyone?

Social Media, and its use in promotion and marketing is a broad and complicated subject.

The truth is, there is no one simple way to use social media and beyond that, each brand has its own need for it, or lack of need for it. 

We have clients in several different fields. Let’s use construction as an example, when homeowners are looking for who to hire at an ample sum, to rebuild their chimney they are likely not turning to Instagram for their information. So the use of reels, stories, posts etc. by a construction company has a different value. The value here is largely just content, the number of photos and uses of keywords that could affect SEO ranking. Definitely not a bad thing to have, but the concentration can be on static images as opposed to exciting and engaging content. For this industry Ginkgo would recommend consistency and focusing on the amount of content, as opposed to worrying too much about how “creative” each post is. 

Now, let’s look at a different client with different needs. A Market for instance, which is an in person event, relies quite heavily on social, and what’s more, it needs to stand apart from similar events in the area. This is where creating unique and engaging content really becomes important. Promoting something that hasn’t happened yet is a neat challenge, you have to create an image or idea and communicate it to potential attendees. You can do this with imagery, captions, music and many other tools that social media is perfect for. 

So, we know that social media is important. The first thing then, would be to determine a unique strategy and best use of it by you and your company.

Plan it or post it? What works the best?

Let’s take up the subject of Strategy Vs. Spontaneity. At Ginkgo we believe we have an answer to what is more important. 

It starts with knowing your brand, your audience, your desired audience and above all the basic purpose of your company, product, organization or event. 

Working with professionals who can help you hone your message allows you to make fast, consistent decisions when it comes to your social media outlets. 

If you’re an artist and have a unique and interesting process, then behind the scenes, real life creation might indicate to your audience, all of it could be content. So you should record it, share it and watch it spread your message. 

It’s all about knowing what your audience is, and how you can best communicate with them AND how your audience will receive and be influenced by your communication. 

Example: Behind the scenes footage of an artist painting, seeing the emotion and time an artist puts into a piece may increase someone's understanding of its value. 

What we try to do with our clients is focus on their audience, message and purpose. We work backwards from there and determine what types of content would be valuable on social media. 

Then, our clients are actually empowered to confidently record and post spontaneous content without overthinking it. 

If it looks good, if it’s on brand, if it’s on message, post it. 

There’s also trial and error, and it’s important. Post something and be ok with it getting one or two likes, zero shares. Then post something different and see how it does. This is a part of the learning process and is vital to getting to know your audience. Taking this information and using it is the strategy - it lets you hone in on your target and finesse your message so it hits, every single time. Working with professionals can help you use all of the feedback to the fullest extent. 

Putting yourself out there.

On a personal note, we really understand how difficult it can be to put yourself out there. Some people are very comfortable with sharing personal information, photos and intimate details of their lives on social media where others are more private. 

No one can argue though, that with the way things are going, social is important. 

So we need to make sure our clients can use it in a way that is valuable without ever compromising on their comfort or beliefs. In doing so, it keeps the focus on what is actually important, you and your goals. It’s far too easy to get sucked into the “social game” and over value other people’s perceptions of you. 

Don’t let Social Media define you, use it the way you want to and you get to be in charge of exactly how valuable it is. Do you sometimes feel overwhelmed by it? There is a way to break out of that - by remembering it’s just another tool and you just need to know how to use it.

Communicating your reality.

We would love to work with you to put your passion and purpose into words and create a set of unique rules you can use to keep your social media on brand. 

Have thoughts or questions on your company and social media? 

We would love to hear from you. 

Olivia Settle and Katie Dyson 

The Ginkgo Group 

Ginkgo want to know: Do you think you are using Social Media in the best way for your brand?

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  I feel my social captures myself and my brand perfectly.
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  I think I'm doing ok, and I'm not sure what to change.
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  The whole idea of Social gives me the hee-bee-jeebies. Help.
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  I have a vision, but I don't know where to start on Social.