The most important part of any social media strategy is authenticity. You want your Fans to feel a personal connection to your brand. So it’s understandable that Newsrooms are trying to tie-in their talent with their Facebook posts. But there’s a good way to do it…and then there’s the other way…
The Good Way
This post from WFTS features a photo of their Traffic Reporter, a link to her personal Facebook page and a link to her Twitter feed. It does a nice job of not only promoting Meredyth as the talent, but also providing valuable information about the traffic situation at that moment. And it creates an incentive for interested fans to connect directly with Meredyth if they want to get updates on this situation.
The Other Way
This post from WPLG is about the Jonas Brothers. As you might have figured out, the woman pictured in the image is not a Jonas brother, or sister for that matter. She is Kellie Butler, the reporter who covered the story. You would only know that if you clicked the link, watched the video and happened to recognize her in the stand-up. Here’s where this went wrong:
- Images are Powerful – they attract attention to your post when viewed in your fan’s NewsFeed. Many more fans would have read and reacted to this post if it had a picture of the Jonas Brothers, since that’s what the post is about.
- Pictures and Words Should Match – OK, that’s a broadcast rule. But it applies in social media too. If you’re going to include a photo, it should be referenced in the text of the post.
- Promote with Purpose – If you’re going to promote your talent with a post, think through the REASON you’re doing it. Are you hoping more people will become a fan of her personal page? Then include a link to her page. Are you hoping more people read the story because it came from her? Then write something about HER personal involvement. But remember, simply posting a photo isn’t going to accomplish anything…especially when you don’t even include her name.
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