The 5 C’s of Social Media Dominance – Part 1

Lately I’ve been spending a lot of time helping leaders navigate the waters of social media.

I don’t consider myself an expert, especially since I haven’t put in the 10,000 hours of expertise yet that folks like Malcolm Gladwell talk about. I still end sentences with prepositions for instance.

But I have been swimming for a few years, and I’ve learned a few things. Lots of them by failing, some of them by floating into the right wave at the right time, a few of them on purpose.

So this week, as I work on creating the most intensive guide to social media I’ve ever built for the upcoming Quitter Conference, I thought I would share the 50,000 foot view.

There are only 5 words you have to understand in order to dominate social media. Here’s the first one, with the next four coming in the days to follow:

1. Content

If you had a nickel for every time someone told you that “content is king” you could have been the one who purchased Instagram.

This word has been bandied about so often on the Internet that it’s become a cliché, which is a shame, because content still runs social media like Jay-Z runs New York.

So what is content? Let’s demystify it.

Imagine you owned a store. You were having a grand opening. You spent hours and hours promoting your big day. You spent thousands of dollars inviting people to the ribbon cutting, doing everything you could to drive traffic to your location.

The day arrived, the parking lot was slammed full of people and it was a wild success …and then you opened the doors. And all the shelves were empty. In the excitement of promoting your store, you forgot to stock it. You’ve got an immaculate layout. The store isn’t just a store, it’s an “experience.” The design is unbelievable … but it doesn’t matter. People were expecting products. And as soon as they took a look behind the curtain, so to speak, and realized the store was empty, they left and never came back.

Content = Products.

That’s not just true for businesses, but that’s true for bloggers too. Even if you never want to sell a single thing via social media, if you want to build a community, you have to have a foundation to build it on. And that foundation is the content.

If you start with the promotion, the building will be well known and well ignored.

If you start with the design, the building will be beautiful and empty.

If you start with the community, the building will be temporarily crowded but eventually abandoned.

Content is king.

Content is currency.

Content is critical.

In the old school, “Who? What? When? Where? Why?” model of journalism, content is the “What?”

What blogs will you write?

What videos will you share?

What will you create?

Or, in the Facebook/YouTube model, what content will you enable other people to create on your platform? CNN didn’t start the “iReport” feature, which allows people at home to submit their own news, because they like lowercase letters. They started it because it turns the entire country into content machines. And content matters most. The times I’ve forgotten this have been the times I’ve made my biggest mistakes with social media.

Next, we’ll talk about the second word, “Context.” But the other words won’t matter a whole lot if we don’t get this one right first.

Read Part 2 of this series here.

Read more from Jon here.
Download PDF

Tags: , , ,

| What is MyVisionRoom? > | Back to Communication >

ABOUT THE AUTHOR

Jon Acuff

Jon Acuff

Jon Acuff is the Wall Street Journal best-selling author of Quitter and Stuff Christians Like. He speaks to businesses, colleges and nonprofits. He lives with his family in Nashville, TN.

See more articles by >

COMMENTS

What say you? Leave a comment!

VRcurator — 11/04/12 6:07 am

Great! Keep in touch and let us know how the process is going.

Steve Craig — 11/03/12 6:19 pm

We're working through the church unique process right now....gathering information about our place, people, and passion....it's been challenging and rewarding. Love this website.

Recent Comments
If someone wants entertainment they're going to the wrong place. Church is not a place for entertainment...or in my opinion a barrage of coffee and donuts. Why are churches today bringing the world INTO them? Then there's the thing with children...age appropriate??? These little guys can pick stuff up in service. Besides Jesus said Suffer little children, and forbid them not, to come unto me: for of such is the kingdom of heaven. Mt. 19:14.
 
— Laurie
 
I love the intentionality here as well as the challenge to look at the data. That's missing so many times. I would like to offer a contrarian's take. Church members and regular attenders have so many ways to get information: Announcements, bulletins, social channels, relationships, and email being among the options. But brand new people are likely going to check out the website and that's it. It might be wiser for churches with limited time and resources to focus their website almost exclusively to guests. This group of people isn't looking for a calendar of events but wants to know about regular programs. They probably aren't interested in watching all of the messages but instead may want to preview one of the services. For the times we need church members to go to websites (sign up for camp, join a group, etc), we're probably better off designing and promoting a specific page rather than cluttering up the homepage.
 
— Michael Lukaszewski (@mlukaszewski)
 
A great question! Unfortunately, the Church Unique Kit is no longer available in print form. We are working on revising it and updating it into an online experience, but that project is at least six months out. An alternative is to come to an upcoming certification class. There is one May 15-18 in Houston, and October 23-26 in Atlanta.
 
— VRcurator
 

Clarity Process

Three effective ways to start moving toward clarity right now.