Treeshake’s Senior Community Manager, Jaidan Rumboll, recently completed her Honours degree in Media Theory and Practice, and analysed Treeshake’s strategy and approach to social marketing in relation to existing academic theories in the field. Here’s what she has to say.
So many of us get into social media because we admire the work of creatives in the field, the brilliant memes, the awe inspiring videos, the perspective altering tweets. But there’s a gap when we start. What we produce doesn’t live up to our own expectations. Ira Glass’ insights on the creative process remind us to push through the frustrating beginnings of creative work, and keep working until what we produce reflects our good taste
Last year, Buzzfeed started a project to formally categorize their content. They called it "cultural cartography." It formalized an informal practice that they've had for a really long time: don't just think about the subject matter; think also about, and in fact, primarily about, the job that your content is doing for the reader or the viewer.
You know what's cool? Social Currency is cool. Social Currency is what you have when you participate in a hot topic and contribute valuable discussion points. It's what you have when you discover some juicy gossip before anyone else. Social currency is knowing something that others want to know. It's relevance that you can exchange for benefits ranging from money to esteem to friendship and more.
Famous for being famous. New followers because you have so many already. To those who have shall be given more. A social power law we can see playing out all day every day.
By trying to appeal to everyone, you will end up appealing to no-one. A key principle when developing a campaign is that you identify a core inner-circle of people who are likely to respond to it and care about it. This takes courage and conviction. It means that in your messaging, in your creative concept, and in your targeting that you will exclude most of your potential audience, at least initially.