A very insightful blog recently appeared on Bulk.ly. “Three social sharing strategies to help nail the right balance of internal and external content“.
It had a simple message: you can’t just talk about yourself endlessly online. No matter if you’re an individual, a business, or the local branch of a political party. People are online for content that they enjoy and find useful – and there can be too much of
LibDem Memes a good thing.
The author goes through three strategies for dividing up your content: the 1/3-1/3-1/3; the 5-3-2; and the 5-5-5. Should you have a third of your content created by yourself, a third sourced from elsewhere, and a third dedicated to engagement? Or do you want to have a bigger share being engagement, then from yourself, then from elsewhere (5-3-2)?
The exact numbers aren’t especially important, but the thinking is. Not every tweet you put out can have a hyperlink to your local party website.
For LGBT History Month, for instance, I’m implementing a plan for our content in Tower Hamlets. I’ve got a blog piece ready and published. I’ll share some content from our members and their experiences. But I’ll also be retweeting and engaging with LGBT organisations and activists, and of course sharing informative and valuable content such as Stonewall’s LGBT timeline.
So far as possible, this is what I try to do with all topics. If we’re talking about the NHS for instance a balance of content from our own website or media archive, some from the BBC and the Guardian, and some from local press makes sense.
No matter how compelling our message nobody is going to listen to us if they’ve tuned us out because we only seem to talk about ourselves.