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Social Media has exploded in interest over the last few years. Every company is trying to figure out how to use it to improve the business goals of organizations. Many companies try to SPAM users using “click now” and “buy this” text with low visuals and low personality. These same organizations use Social Media to talk AT users instead of talking with users.

Social Media must be exactly what it is…Social.

Businesses should remember that users do not want to be bombarded with messaging that is an obvious beg for a sale. Instead smart businesses use Social Media to share great content and have conversations with their audience, which ultimately leads to more revenue, brand preference and loyalty.

Below are objectives that to use when creating your social media posts that your audience will love and will encourage them to come back to your channel.

Objectives of Social Media Posts:

  • Create Engagement – If users see this post or content, do they take action? (Actions: Share, Like, Comment, Click)
  • Generate Interest – Informs the audience of information which increases their interest in learning more
  • Create Awareness while cultivating a Positive Image – Puts your brand in front of users that otherwise would not know that you exist, all while cultivating a positive image
  • De-mystify the Experience – Tells users what it’s like to with you. This can be: stories, user generated content, testimonials, images, etc.
  • Build a Tribe – Gives brand advocates something to connect with other brand advocates over. (insider info, exclusive deals, great service)
  • Create a Desire to Use Your Product – sell the destination, stop selling the ship. The ship is meaningful but not as meaningful as where the ship takes you.

Now it’s time to creative Native Content.

How to Create Native Content for each Social Media Channel:

Native – bellowing to that specific social media channel. 

  • Be aware of the audience and capabilities of each platform.
    • How much text does it support, how large of pictures can you use, does it support hyperlinks?
  • Great Content and Great Context
    • Beautiful pictures, wording, links, videos, and flyers are great content but if you ignore the context of the platform, it will fall on deaf ears.
    • Create value for your platform by posting content that the consumers on that platform are interested in viewing.
    • When you create content that entices the consumer on their level in their own space, you have created native content.
  • What is native to each platform? (See Below)

How to create native Facebook content:

  • Always include an image or video
  • Large high-resolution images – make them lifestyle – using the product the way the product was meant to be used.
  • No white background
  • Relevant (in season, evokes a desire to use the product during that time of year)
  • Try to get human experience (get pictures of people doing activities, mountain biking, skiing, paddle boarding etc.)
  • 2 sentences, 3 max. If more is needed, link to a website page. Make it bite sizes and pique the curiosity of the users to click to learn more

How to think about Pinterest Content:

  • Shopping (retail)
  • Product Research
    • What are the features that users care about
    • Where will the user use the product
    • What are the accessories that users may purchase
    • Hacks and tips for using the product
  • Blog posts

Keep in Mind:

  • High Resolution Pictures
  • Interesting messaging
  • Not the place for advertisements – create interest and provide links


How to think about Instagram Content:

  • Create a desire to use the product – experiential images and videos
  • High Resolution Pictures with interesting viewpoints
  • Make a statement and/or ask a question
  • Use hashtags but don’t over use them. Try to make them broad but not too broad
    • Use #Denverskishop
    • Don’t use #skishop – studies show that because of the high volume usage of this – you are less likely to see relevant traffic or traffic at all. Instead qualify users while still being broad in your hashtags.

Keep in mind:

  • Does not support hyperlinks – but Instagram ads do support links
  • Keep wording as short and to the point
  • All about the pictures and video