Connecting with social media

The content organizations post about their events on their social media sites should either educate or entertain. The purpose of the posting is to motivate potential visitors to post about the event on their own sites, creating earned media. If this information is then shared from one user to another, it becomes shared media. This process amplifies the original promotional message. Social media can be used to move people from attention to action. Content marketing is not direct promotion. Its purpose is to engage the social media user so they will be interested in learning more about the event. Online users vary, with only a portion becoming involved in sharing content. Showing evidence of a human personality online is an effective way to motivate users to share. Telling stories is more effective than merely presenting facts. To continually generate interest, new content must be posted regularly. The type of content to be posted, whether visuals, text, or video, should be maintained in a calendar. The organization should post the content on social media sites that their targeted visitors use. Success should be measured by analyzing reach, volume, engagement and conversion of social media users.