Beyond being the result of proper planning (through the creation of a Content Plan), a series of basic qualities can be defined that every publication made on any company’s social channels should have.
Before hitting the “send” button or leaving that content scheduled, it’s advisable to confirm, as a “Check List,” that what is about to be published meets the following characteristics:
12 basic qualities of social media content
-It is interesting. Ask yourself what the content you want to publish will bring to your target audience. If it doesn’t add anything new, discard it. In fact, you should only publish when you have something relevant to communicate. Don’t make the mistake of publishing “just because” or “because it’s been a while since you last posted.” If you’re not going to add value, it’s better to say nothing.
-It is periodic. Despite the above, leaving profiles inactive for too long can give the impression of neglect or that there’s really nothing to contribute (and therefore, users may decide not to follow the account). Knowing how to communicate when there’s something to communicate doesn’t mean leaving accounts without posts for months. It’s your job to find or create relevant content.
-It is controlled. Likewise, the number of messages published must be controlled so as not to overwhelm the target audience. Even if you have many important things to say, prioritize and publish as many as possible without being intrusive. Being considered a “spam” generator will lead many users to unfollow the company’s social profiles.
-It encourages interaction. Try to make the content so interesting that it motivates your target audience to take action: to like it, share it… or leave a comment.
-It is original. The content you publish should surprise, to stand out among all the content brands post every day. Use not only text, but also all possible resources (photos, videos, emojis, polls, etc.) that allow you to entertain or achieve the desired objective, whatever it may be.
-It is direct. The clearer the messages, the better; users will spend less time figuring out if they’re interested and less time taking action if they’re motivated enough.
-It is honest. Every message you publish must be true. Half-truths or false content only serve to destroy the company’s image on social media. Credibility is essential for proper communication.
-It is respectful. Avoid by all means being offensive or being misinterpreted by all or part of the users. Your content should be as neutral and politically correct as possible.
-Adapted to each social network. Each platform has its own characteristics and each piece of content should be crafted to respect its rules and make the most of its unique features and the trends that are booming at any given time.
-Optimized for search engines. As much as possible, all content should reflect the keywords identified in the Social Media Plan, to try to rank on Google or any social network when users use their search engine.
-It is correct. Any publication should properly use language and punctuation so that the company’s reputation and credibility are not called into question.
