FOCUSING YOUR COMMUNICATION ENERGIES
Lack of direction, not lack of time, is the problem. We all have twenty-four hour days.
– Zig Ziglar
Focusing the communication efforts on one channel at a time can bring about the results that we want.
Modern marketing tools are filled with endless possibilities and opportunities for sharing and reaching out to others on a personal and professional basis.
For some, however, having such a wealth of options might be overwhelming, leaving them unable to relish the online social experiences to the fullest. Burning out.
When using social media networking as a tool for branding and promotion, there is always the threat of how to work around a publishing schedule that won’t come off as compulsive, but enough to have a continuous amount of content being delivered.
How much is “too much”?
How little is “too little”?
These questions are usually left unanswered because there is no standard formula for everyone. Every case, every profile, every page, every user is a world on its own. Nevertheless, decisions have to be made for the sake of planning.
Attention is usually pulled in every direction with so much information being handed online in a second-ish manner, so specializing is always a good idea.
Considering the characteristics of each social networking platform, we can come up with a formula specifically created for each profile’s content and expectations. This approach is not evident from the start, but once the content is produced in a no-nonsense manner, the results lead the way.
This means focusing the spotlight on specific topics or stories upon creating pieces of content optimized for each platform, in terms of resources, graphics, texts.
Not everything needs to be everywhere.
Sometimes less is more.
We can place the content on the right social network, and then support it via a massive broadcaster, such as Twitter. This path allows for communities to learn exactly where the information they are looking for is usually delivered, in a way of instructing your audience where to reach you for specific purposes.
We may not know which interests work better where, but social networking is a two-way street and users always reveal with which type of content they feel more comfortable and on which platforms.
By being fully aware of this information is how experiences improve, as in “content delivery”, according to each situation. It’s all about online logistics, so to speak.
Finding the right communication balance.