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Souper Content Yields Super Results in Social Media

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The concept of “social media” has been around long enough that one would think we’d be about ready to just include it under the larger umbrella of communications or marketing. After all, there are individuals and businesses that have been effectively using Facebook, Twitter, YouTube and LinkedIn for several years to amplify their message and build communities.

Chris S. Cornell

In working with a wide variety of businesses, non-profits and community organizations, however, I have noticed that there are still many people who are struggling to figure out how to effectively use these tools. In fact, this morning I was asked to lead another introductory social media training session for an organization that is working diligently to re-brand itself and communicate its new message to the Westchester community.

One day social media will be as ubiquitous as the telephone, but we’re still a long way from there. Until then, there will be social media specialists — and the entire field will be looked at by many as an entity unto itself. That may not be a good thing, though, as it’s become clear that the most effective uses of social media are by those who integrate it with their overall marketing and communications efforts. Words like synergy and leverage may be overused, but they are essential to get the most from any social media activity.

Social media does not stand alone. Effective social media programs are built upon a foundation of excellent content, and that content has to exist where people can find and utilize it.

Stepinac Souper Bowl
Image from Stepinac website, promoting the Souper Bowl

Earlier today I learned of a fund-raiser taking place at Archbishop Stepinac High School, and I immediately thought of ways the school could spread the word about the activity. I’ve seen many food drives in Westchester, and I try to spread the word wherever I can, but the one being orchestrated by the faculty and students at Stepinac is a little different than most.  The students are attempting to collect 50,000 cans of food for two Westchester food pantries, and if they reach their goal, they will be rewarded with a day off from school on Monday, February 6, the day following the Super Bowl between the New England Patriots and the New York Giants.

When sharing news like this through social media, one generally looks for a reliable source that has already done the work of writing the story and posting images or videos if applicable. A quick search on Twitter revealed that the Stepinac story had just been posted by a few local outlets, so I retweeted the story through a couple of my accounts, including @WCFood, which is devoted to Westchester food and anything food-related.

Other accounts, including ones managed by some influential social media folks, also retweeted the story, and the message continued to spread. I also posted the story on the Westchester Food Facebook page, and others have joined the effort on Facebook as well.

It’s important to have your network in place, so that when a compelling story comes through your organization (or one you would like to support), you can amplify the message with a few keystrokes and clicks of the computer mouse. People want to share good news, but you must put steps in place that make it easy for others to share.

A study conducted by the New York Times entitled The Psychology of Sharing was published in July 2011. Among other things, the study concluded that people share content for five primary reasons:

  • To bring valuable and entertaining content to others
  • To define ourselves to others
  • To grow and nourish our relationships
  • Self-fulfillment
  • To get the word out about brands or causes

If you can tailor the content you create to satisfy one or more of those needs, it’s that much more likely your content will be shared. The Stepinac story would fit into more than one category for many people.

Chris S. Cornell is the Director of Social Media at Thompson & Bender — a Westchester-based public relations, advertising and marketing firm. He manages several online communities, and consults, speaks and writes about social media. You can follow Chris on Twitter, or join the community he manages on the Westchester Social Media Facebook page.

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