Assalamualaikum and hello humankind. Hahahaha.
Today we will share something ‘RARE’. huhu
Being great in social doesn't mean talking a lot. It means
talking at the right time. The problem, though, is that social is "always
on." We often confuse that with "always talk." And that's how we
become that person, that brand. But wouldn't
bust a grape in a fruit fight. "Talk is cheap. But knowing volume doesn't
equal value is foundational. The next step is where great social brands
distinguish themselves from average ones. Average brands focus solely on what,
when, and where to post. Great brands do all that, but focus on the negative
space, too: what, when, and where to say nothing at all. And that, perhaps, is
the most overlooked weapon in the social marketer's arsenal: SILENCE.
When you feel obligated. There comes a time in every social
marketer's life when posts start to come more from habit than purpose. That's
dangerous.In a digital world, the line between news and noise is extremely
thin. Social straddles the fence between meaningful and meaningless. It's our
job as social marketers to be able to sift through all that content and make
sure what we share actually delivers value.
The truth is that no brand, no matter how awesome, is that interesting all the
time. So don't feel like you have to be.
When you're only talking about yourself. Social literally obliterates the
communication barrier between you and your customers. Yet the more you talk
about yourself, the less effective you are.
For example, imagine you're at a party. We've all been there,
with that one person who literally will not stop talking about himself. It
doesn't matter whether you listen passively or try to change the subject; the
conversation inevitably steers back to that person's exploits and opinions. At
some point, you just tune out. It's no different in social. Just because you
have a ready audience doesn't give you a license to talk only about yourself.
Look at your posts: are they heavily skewed toward your own products or
content? Or do you participate in the larger community surrounding your
industry and customers?
Go a step further: map your engagement and conversion metrics
against the frequency of "me-focused" and "other-focused"
posts. If the overwhelming majority of your posts are about you, that's a cue
it might be time for a bit of social silence. It doesn't matter how prolific
you are at creating content or posting around the clock. Unless you know how
social is delivering concrete value to your marketing organization, you're
wasting money and effort.
When you're scared. Every social media manager knows this
one well; we just don't talk about it. It's the fear of not posting because
"someone will notice." Maybe that someone is your boss. Or your
customers. Or maybe it's just you, since you might be on the hook for a certain
number of posts and you need to hit your quota. These fears are often
overblown, if not misplaced altogether. Sure, someone might notice. But the
reasons for why we care about that in the first place aren't that valid. Don't
post just because you think you have to. Long-term, over activity translates to
inefficiency. You might get a few more retweets or clicks, but more likely
you'll fatigue your followers and worse, create a culture where social activity
replaces social achievement.
When it's not genuine. Your social presence can't be contrived.
It can't be automated, dictated, or forced. We've talked about
it before, but social thrives most when it connects on a one-to-one, human
level. That means your social must absolutely reflect who you are as a brand. Remember,
users approach social as unique individuals - personalities, quirks, and all -
and not solely as corporate personas. Thus, they respond most when something
resonates with them on a personal level, not just a professional one. And that
only happens when you, as a brand, communicate what resonates with you. If your
social media isn't at a place yet where it can capture and convey your brand's
voice, story, and passions, then consider a calculated pause. Or at least
reevaluate what and how you post.
So, What Do You Do Now?
Social silence is not apathy or laziness. Social silence is
intentional. It's strategic. And it can make a significant impact.
But ultimately, knowing where, when, and how often to post - and
when not to - comes back to what it means to be a genuinely authentic brand.
That requires work from both an executive and practitioner level.
Executives, empower your social media managers to inject energy,
personality, and humanity into your presence. Remember that it's impossible to
completely remove the personality of those managers from the personality of
your brand. But that's not something to fear. Use this as an opportunity, and
push your team to strategically define and own what an authentic brand looks
like - both in terms of what you say, and when you opt for a break.
Social media managers, nobody knows better than you how much you
represent the brand. Often, there's no more than a "publish now"
button between your brand and the world; that's an enormous responsibility. So
be smart, but be you. Use a tone that's natural to you. Don't force frequency.
And don't forget your real-life social skills - when to speak up, and when it's
better to let conversation pass.
In the end, a brand's social flourishes most when its cadence
and content are driven by genuine interests and insights, not mandates or
routines. You can talk for days, but you can't fake real, and real is what it
takes to be great.
In conclusion, not all u
feel, you have to tell to others. Better remain silence. People will never
understand what you feel. Better to express it in good and save ways. Watch cha
! take note all . take care. Assalamualaikum.
