What I'm Reading this Summer

It never fails...I start a book and then I start three more.  I just have to have multiple books in progress at one time.  My office has become a library of books that I'm almost finished with, which is why I've decided to highlight a few of the favorites I'm currently reading.  Who knows, maybe this post will light a fire under my butt to finish them. 

Book #1: The Opposite of Loneliness by Marina Keegan

So if the Wes Anderson-esqe cover didn't draw you in, the story behind it will. Marina Keegan had all the promise a young person could possibly have: She had an internship at The New Yorker lined up, a play to be produced, and a remarkable talent that had already earned her awards and critical acclaim.  Then five days after graduating from college, she died in a car accident.  Her friends, family and creative writing professors at Yale put this collection together and Marina's spirit comes alive through these pages. 

Book #2 White Girls by Hilton Als

Prepare for Hilton Als to blow your mind (again) with this epic piece of cultural criticism.  Hilton's collection of essays explores therness, the commonality of what keeps us apart and what brings us together. From Michael Jackson and Truman Capote to Marshall Mathers, Hilton blends pop culture with confrontational tangents to produce a raw and uninhibited read. 

Book #3 The Collected Stories of Lydia Davis

It began with a slight obsession with Lydia's article in The New Yorker. Her innate ability to combine humor and poise while being concise left me craving her short stories. Enter this book - a body of work that explores relatable topics surrounding relationships and regret, while keeping a rather minimalist air to it. It's refreshing succicent and satisfies my appetite for something spectacular. 

Book #4  The Doodle Revolution by Sunni Brown

"Hi, my name is Meredith and I'm a doodler." no but seriously, I love doodling, drawing, note taking and filling up the side margins of things with tons of off the wall thoughts. Therefore, it is no surprise that I had to have this book. Sunni discusses the power of visual thinking and how doodling creates a link between the left and right hemispheres of the brain. This link only enhances a content marketers' creativity and the ability to connect to their target audiences. 

Overcoming Social Media Roadblocks

One of the most common pain points I hear about as a content marketer is centered around social media marketing. I was recently at a communication conference with other marketing professionals and I was surprised to see that even leaders in content marketing are still at a loss for words when it comes to creating a social media game plan. To put it simply, marketing professionals and new business developers alike, just don't know where to start when it comes to building a communication strategy through social media. 

Having handled social media accounts for small artist management companies to top tier institutions, I have compiled a few pointers over the years. Below are three of my favorite tips when developing your social media presence for your business. 

Tip #1: The medium is just as important as the message

Understanding the opportunities and limitations of each type of social media is the first step in developing content for each channel. For instance, a few paragraphs of text could work on a blog or Linkedin, yet it provides very little engagement on a visual platform like Instagram or Facebook. It is important to determine the proper medium when putting your message out there.  When the platform calls for visually engaging content, work within the confines of that platform to make the most out of your posts. 

For the most part, visually enticing and concise content tends to work best across the board. Think about what catches your eye online and how the needs of the content changes depending on which account you're logged in to. The closer you are to the user, the more meaningful the content development process will be.

Tip #2: Create a content calendar 

Back in the day before I had my trusty social media marketing software, I relied heavily on my content calendar. This was a calendar where I plugged in important events, deadlines and reminders in relation to my social media content.  It initially felt like a daunting task, I mean organizing a whole year's worth of content can be headache inducing to say the least. But this process gradually became easier over time and it was helpful in mapping the cyclical nature of business operations by touching upon important dates, holidays, and seasonal trends.  It also served as a great tool in collaborating with other members on my team.  

When I begin to work with a new client on their social media strategy, I still find it helpful to start with a content calendar. I tell them not to be concerned with the social media platform just yet, as this is a brainstorming exercise for content generation. Look at national holidays that compliment your product or service, maybe even events happening in your neck of the woods to create a conversation around.  See where there's gaps and where there's an influx of content. The calendar can serve as a tool for mapping out future campaigns and will help in reviewing metrics to see which content created the most activity online. 

Tip #3:  The post vs. The campaign 

You know your social media platforms and you have some content to work with, but now the real fun begins....building your campaign. Yes, that's right, you can connect your messaging across all of your social media accounts by understanding the medium and creating unique multi channel content that is consistent in messaging. Let's look at the difference between a post versus a campaign. 

An example of a post:

• Giving a heads up about a change in store hours during a holiday
• A celebrity sighting at your place a business
• An historical anniversary photo commemorating a program accomplishment 

An example of a campaign:

• Follow our admission counselor as she travels the Midwest to a school near you
• Heading back to school? Get ready with a current student for the Fall semester
• The half-yearly sale in your store

Think of a post as a one time notification to spark interest or inform your audience of a small change in the schedule. A campaign is designed to be used across multiple social media accounts and ties your touch points together.  It is important to distinguish which type of content is post worthy and what is campaign worthy.  Having both in your social media strategy will diversify your content and keep your desired audience engaged.