It's been almost a year since I started working in social media marketing. Back in the day, I thought my job would mainly be to post on a client's Facebook page, fill it with pictures and short, funny one-liners to give the brand a voice.
While the posts I made for client pages were short and sometimes flimsy, I realized the process of creating content for social media is difficult. At times I even felt it was more challenging than writing blog posts.
Despite dedicating time and effort, there were still instances when I came up with bad content.
The criteria for good content is primarily based on four factors:
- Relevance of information
- Marketing appeal
- Eye candy
But there are still instances when, even if we get these standards right, we still publish bad content.
Based on lessons I've learned from studying new trends and being a social media manager, here's my take on what makes bad social media content.
1. Your content is too technical.
This is one of the major blunders people make on social media. You shouldn't post highly technical jargon on your business page.
A significant portion of your audience won't understand what you're talking about, unless they're experts in the topics you posted about.
Plus, technology information is boring. Social media content is not designed for brands to provide in-depth information. Save such posts for your blog, where you have more specific followers who are interested in learning more about these topics.
2. Your content is too sales-oriented.
Another type of bad social media content is the kind that overly promotes your brand's latest offerings. There's nothing wrong with promotional content—that's actually your goal—but you should understand that most of your fans are not always customers. Some are visited your profile just to hang out.
If you're planning to promote your brand on social networks like Facebook, it might be better to schedule your posts so they don't crowd your page. That way your followers won't feel like you're compelling them to purchase your products or services.
3. Your content is not visual.
I started out as a writer, and I admit the transition to more visual content has been difficult. In a way, it dissolves the purpose of my posts. Call it writer's ego, but it hurt my pride. I had to face the reality that social media relies on the lighter side of content, which is more visual and graphic.
To make your posts more effective (not only in terms of engagement, but sharing), match your text with relevant pictures. Eye candy has become essential, and you must make the most of it.
It's normal to post bad content from time to time, but you should learn from your mistakes. Monitor your posts and see how your audience receives them. This is where you'll discover the type of content that works best for your brand.
Fae Esperas is a social media manager for Social Media Hub. A version of this article originally appeared on JeffBullas.com.