Content isn’t king, it’s practically the kingdom

There’s a notion that a lot of people have (in this case offices, reps, colleges) that jumping on different social channels to broaden your audience reach is healthy..

Did you know we have a Facebook, Twitter, Pinterest, Tumblr, Flickr, Instagram, Storify, etc.?

In other words, people see it as part of checklist of channels that they need to be on to stay relevant and connected. And in a lot of ways, I can see where they come from– and in a weird reality, that might work out nicely.

But, guys, what you don’t realize is that starting an instagram for your office or division, just because it’s a BSO (Bright, Shiny Object– instagram is actually more useful than that, but this is an example) doesn’t mean it fits with the nature of your office’s function.

Take for example the idea of having an instagram for your school’s Dining office– they’re in charge of all the food on campus, as well as the school cafeteria. The content for this type of account comes in daily with photos of meals for the day’s menu, specials, etc. There’s a lot to work with, I think.


However, let’s say you’re enrollment and you want to start an Instagram account. An office that mainly deals with money, registration and acceptance letters (which occurs maybe 3 times a year)… an instagram does not fit the function of this office. Something like Twitter or even Facebook will work best.

Sidenote: I want to mention the trend of wanting to post up a flyers on Instagram– in the case of Enrollment: for deadlines or announcements. This is not good content for something like Instagram. Photos of flyers on social, with the exception of a facebook event photo, is a no-no. Don’t ever do that, ever.

If you don’t have the content (we’re talking daily, or even bi-daily submissions) then the social channel you’re using does not help you, and in fact might hurt you. Putting yet another hand on the table might deter and slow you down from the other channels that are worth it. Concentrate on the channels that really matter– ones that your audience and content get the most from. If you have the content for something new, and it’s good content, then have at it.

At the end of the day, content isn’t just the king… it’s the entire kingdom really.

This sort of brings me to another point, with regards to clients.

It’s healthy and really essential that social media on campus is provided as not only a vessel for the institution’s brand, but as a service for others as well. It’s natural: the main account has thousands of followers on all channels… getting the word out is easier through the main brand.

So, let’s say we have a Graduate Students Week event happening and the grad school wants the word spread on social, and it’s being held on campus and it has FIU students participating. It’s easy to just present an event, and say: “Hey can you put this event out on Social?”

However, if you want more reach/likes/retweets– the content needs to be sound and contextual. Why should students go to this event? Students want to succeed: how will this make them succeed as a grad student? What kind of research or innovations are these grad students doing? It’s still about the event, but there’s an angle to it.

Elevating the culture of content to relate more with the student/alumni is the key. It’s a matter of education and campus-wide dialogue that will help content get better and better. If the content isn’t good, you will not get the most out of your event or campaign.

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