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// EDITOR ’ S QUESTION ?
BILLY JONES , SENIOR DIRECTOR OF BRAND MARKETING , HOOTSUITE
B efore deep diving into a content strategy , any social-first brand will start by asking themselves : “ What value am I providing to the people that follow me ?”
Social is a two-way street , and good social understands the value exchange that inherently lives on these channels . Needless to say , value can come in various forms on social – at Hootsuite , we ask ourselves these two questions to identify where our value lies :
1
Is this entertaining ? The reality is users pop on to social networks to be distracted from their day-to-day . How can you break up their monotony with something that entertains in-feed ?
2
Is this a utility ? This is where you can get more into your own product and services , but with the requirement that it has to be framed by real insights around the pain point you can help this user solve .
If you ’ ve got a sense of the value you are creating , that ’ s where you can have fun with execution and ways to extend your reach .
To get more creative with social content , social marketers need more time on their hands ( away from their growing responsibilities ).
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THE SOCIAL
TEAMS THAT ARE CRUSHING IN 2023 HAVE THIS SUPERPOWER – TAKING EXISTING CULTURAL CUES TO TELL THEIR UNIQUE STORIES .
There are content creation tools and AI generators that help get to bigger ideas faster . Automated tools like Hootsuite ’ s OwlyWriter AI save social media marketers hours of work , by :
• Writing new social media captions based on just a prompt
• Writing social posts based on a link – for example to a blog post or product page
• Generating post ideas based on a keyword or topic
• Identifying and re-purposing your topperforming posts .
The social space is not void of inspiration either . With new trending pop culture topics and memes floating around every day , brands can easily insert their unique value into existing conversations people are having . This is where social gets insanely creative and fun : can you package up your brand ’ s unique utility via existing and timely pop culture trends ? The social teams that are crushing in 2023 have this superpower – taking existing cultural cues to tell their unique stories .
Don ’ t underestimate the power of social listening to get a real-time pulse check on what your audience cares about . Armed with that information , challenge your team to insert your brand into those niche ( but relevant ) conversations in a unique way . �
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