Increasingly, brands are realizing the value of brand storytelling on social media, yet countless tech companies continue to use their channels exclusively to shout product announcements and updates into the ether. Don’t get us wrong: promotional content can be an important part of the equation—but if your company’s editorial calendar consists only of announcements and CTAs, you’re failing to embrace the full potential of your brand’s social media presence.
Purposeful and effective social media content strategy begins with a clear understanding of how shared content supports company objectives. We’ve identified three essential—yet often overlooked or underutilized—types of social media content designed to support key objectives whether your tech company is B2B or B2C, including instructive examples from those companies doing it right.
Educational social content provides your audience with informative, relevant content—it’s not about making a hard sell, it’s about building a relationship and positioning your brand as a trusted authority. The key to producing educational content that resonates is knowing your audience and addressing their pain points by connecting them with the information they need.
Do you know about the new R&D tax credit? If not, you could be leaving $250,000 on the table. Here’s how it works and how to claim it. #AskGusto
Posted by Gusto on Wednesday, September 12, 2018
The ongoing talent shortage continues to pose major challenges—a recent Gartner report ranks the global talent shortage as the top risk today’s organizations face, above accelerating privacy regulation, cloud computing, and the rapid pace of change. Social media is a great place to communicate the benefits of working at your company that aren’t adequately captured in a job description alone. If your hiring-focused content is limited to job opening announcement posts only, consider broadening your social strategy to include content that highlights important aspects like your company’s culture, ethos, and perks.
Your job isn’t just about showcasing your company’s innovations—it’s about showcasing the people behind those innovations. In tech we often deal with abstract ideas that need to be molded into human-facing concepts, and companies that need to be transformed from purely transactional entities to institutions people can connect with emotionally. All too often organizations lack humanity in their messages, and when this happens it can be difficult to create a meaningful connection with your audience. Part of your social content strategy needs to be dedicated to forging and nurturing that connection by telling those human stories about your people and the people they serve.
We made socks to celebrate the transit systems in Mailchimp’s 3 U.S. locations. Estela is a Customer Support Technician in our Atlanta office.
“I’m prone to staring out of windows and people-watching, so MARTA’s a perfect environment for a daydreamer like me,” she says. pic.twitter.com/q0KVPekVDH
— Mailchimp (@Mailchimp) August 14, 2019
Interested in upping your brand’s social media content next quarter? Karbo Com can help. We specialize in creative PR services including:
Contact firstname.lastname@example.org to learn more.