In 2013 Dave Kerpen shared a post on LinkedIn entitled Content Is Fire, Social Media is Gasoline. Within the post he discusses the importance of keeping it real while also keeping it relevant. If your social media informs more often than it promotes, you’re on the right track. If it is deeply helpful rather than deeply promotional, you’re probably on a roll.
To get a better sense for how businesses can use content and social media together to be successful, Dave Kerpen asked Jay Baer to summarize the concepts of his book Youtility. Within the book he shares information regarding the concept of using marketing to promote your marketing. Brands often talk too often on social media and miss the mark by never saying anything other than “we’re great” and “buy buy buy.” With so many updates constantly on social media brands are competing for attention, and can do so easily by being useful, not by shouting louder.
Dave uses the company ExactTarget as an example, sharing two tweets back to back. The first is a corporate message less relevant to a wider twitter audience. The second is a real time tweet which created content on the most popular Olympic sports based on followers, which was sent during the London Olympic games. The infographic has no information abut ExactTarget’s products and services, rather it used real time relevancy to create interest and to showcase some of it’s products (it has a software allowing companies to monitor and engage on twitter).
Content is everywhere, you can’t help but consume it within your everyday life. Everyone has something they want to share with the world and we are constantly taking that information in. We put content out there through the tools of social networks, leveraging sites like Twitter, Facebook, LinkedIn and so on.
“Content is fire. Social Media is Gasoline.” – Jay Baer
Social media is what sparks our message and keeps the fire burning faster and brighter. Our number one tool so get our content and our message out there is the social media, and once we start the process, we need to keep feeding our fire.
“You cannot create without first consuming something.” -Jill Falk
Within my role I’m consuming content about 90% of my day. I wake up each morning and check my Twitter account before even stepping out of bed. I download two newspapers each morning to read on my ipad during my 40 minute train each morning. I often sit next to my husband silently who does the same, and shares some additional content he finds on the various apps he checks into such as flipboard or good reader. At work I build social media strategies to help boost the content my company created, and I often get emails on my work and personal accounts with content my friends, family, and co-workers find interesting.
It’s part of my job to keep up with these things, and also get myself out there. I send tweets more than I pickup a phone, and I am guilty of constantly checking and updating my social notworks, I admit it, i’m totally addicted. I learn new things everyday using social media and it keeps me up to date with what’s going on in the world and what is going on with my friends and family. After we delivered our son and shared the moment with close friends and family, hours later I posted a photo and watched it spread like wildfire, the texts, calls, and messages rolled in. I remember turning to my husband totally overwhelmed and overjoyed with the amount of messages I had to respond too, and it took me almost two weeks to circle back with everyone!
I always remember Jay’s words, “Content is the fire, social media is the gasoline.” Keep feeding your fire and keep it going! Do what you love, and enjoy!