Go read your company’s last 10 social media posts. Got any #PointerSistersPosts?
Here’s the point… With every blog or social media post, you are asking for someone’s valuable time and are given a brief opportunity to use it wisely. Don’t waste it.
In 1982, The Pointer Sisters released the song “I’m So Excited”. They were so excited about the song that they also named the album I’m So Excited. Admittedly, I am a child of the 80’s, so as you would have guessed, I was really excited about that song.
The early 80’s were exciting times. The Cold War was on 11. We had an actor as a President. Apple introduced the Macintosh. The space shuttle program had many good days and a few very bad ones. The Yugo made it’s fateful appearance on American roads. I graduated from high school. All very exciting things.
But all too often, your social media posts sound like they were written by Bonnie, Ruth, and Anita Porter. Even though they were great a writing great hits from the ’80’s, your firm probably shouldn’t turn to them as inspiration for your posts on LinkedIn.
You’re so excited!
Excitement is a fun thing – just not in your Tweets for your company. Maybe some of your recent posts sound like these examples:
We are so excited to win this award!
I’m very excited to be presenting at this year’s conference!
We couldn’t be more excited about the opening of our new office!
Now, don’t get me wrong about this. I’m all for fun and excitement, but these #PointerSistersPosts don’t achieve much of anything in your social media channels. They don’t build your brand and they don’t drive actions that create new business, the two core functions of marketing. One could argue the brand building part, but consider this…
Maybe try a different approach
Given the many ways to present these exciting bits of news to the world, isn’t there a better way to build your brand and drive action? Isn’t there a dramatically more valuable way to use the few seconds of your audience’s attention? I’d say definitely yes! A few examples:
Hard work pays off. We won! Here’s why: [link to blog]
@JaneSmith is featured at this year’s @Organization conference. She rocks and here’s why: [link to blog]
Introducing the @Company new office! Retweet and register for the raffle at our open house! More [link to site] #sustainability #LEED #party
Next time you’re preparing a series of posts to LinkedIn, Twitter, or other channels, take a moment to curb your enthusiasm and consider how to reframe what you say to build your brand and drive action. And better yet, take the opportunity to offer up some frame-breaking insights to your audience that challenge their thinking.
When you increase your social engagement and drive more traffic to your website, you’ll have a really good reason to shout I’m so excited!
Wainwright Insight provides fractional sales management and sales consulting to organizations who want to take control of their pipeline and build future sales leaders—but could use a little, part-time expertise. I work with professional services firms, and the experts in those firms, who need to get better at chasing and winning big deals when the stakes are high.
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