The Social Observer

The Social Media Marketing Blog by SNHU Students


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by Judith Cruz

Sometimes small businesses assume that having a social media presence means having an account on every social medium and that posting the same thing over and over is enough to attract an audience and clients. I know that is a generalization that might be not completely true but is close to a reality, at least for many Mexican Pymes, and let me tell you why.

Last week I got a Facebook invitation to like a page for a new company (sorry, I won’t tell you the name), I opened the page to see what it was about because it had a nice name and said it was about “consulting services” –whatever that means-. So I opened the page hoping to find information about the company but no, I didn’t find anything relevant, not even the company’s description. The posts were just random news from a cartoon short video to a story about drones. The only significant link was the official website, but it barely had any information.

In this case they only had a Facebook account, but was it necessary? Did it help the company’s image? I think the answer is no, it didn’t. I guess that for the rest of the people checking the page it would be as confusing as it was for me, and it damages your brand image.

Posting for the sake of it, is not strategy. 70% of costumers prefer to know a company through their content rather than ads, and around 67% of companies are using content to reach most of their costumers on Facebook and Twitter ( Therefore, if you want to make an impression on your audience, you’d better give them something they like and worth reading and sharing.

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” (
Hence, the importance of content.



Rick Mulready, from the Social Media Examiner recommends three easy steps that every small company can implement to improve its content strategy:

• Find where their customers talk and “go deep”: align your brand strategy with the social platform that has the most relevant audience, positioning and strategy.
• Create content that people want to talk about: create great content about your industry and then engage in the conversations going on around you. Give people a reason to talk about you.
• Use social media to listen to customers: listen and learn more about your consumers’ aspirations, challenges and concerns.

 If you are not convinced yet, let me tell you that interesting content is one of the top 3 reasons why people follow a brand on social media and are more likely to become brand advocates. As you can see, if you really want to be in the mind of your audience and consumers, start working on your content.

26 Tips to Create a Strong Social Media Content Strategy. Debbie Hemley, Published June 25, 2013.
3 Big Brand Social Media Strategies for Small Business Budgets. May 15, 2013. Rick Mulready
Developing a content marketing strategy
What you should know about content marketing.
What is content marketing?

Image Copyright: pixelsaway / 123RF Stock Photo

Category: Advanced Tactics