May 12--Back in February, I wrote a column about 5 engaging ways to share social media content. I provided examples with a straightforward way, an alternative way and a bit of reasoning to tie it all together. I ended it with the promise of more in a future column.
The future is here. Here are 5 more ways to share when being engaging matters. And it always does. You can use these for Twitter, Facebook or any platform that makes sense. Like last time, I'm using popular news stories to craft examples.
Food story
Straightforward: Olive Garden to sell breadstick sandwiches.
Alternative: Olive Garden will sell sandwiches with breadsticks as the bun. And they'll come with unlimited breadsticks.
Reasoning: The straightforward version gets the news right out there, and it was the kind of news that had Twitter buzzing. The alternative one plays off the one thing that's universally known about Olive Garden's breadsticks and that's that they're unlimited. Unlimited bread + unlimited bread = social media gold.
China vacation story
Straightforward: Chinese billionaire gives France vacation to 6,400 workers
Alternative: When's the last time you got a bonus? Chinese billionaire gives vacation to 6,400 workers.
Reasoning: While the news is interesting, people might immediately glance over Chinese billionaire and France. But including people by reminding them that they might be owed a bonus could prompt them to share. And respond. Asking a question is often much more well received in social media than just regurgitating a headline.
Tornado outbreak story
Straightforward: Death toll expected to rise in Texas tornado outbreak
Alternative: "Our house is flat. There is nothing left." Residents pick up pieces after tornadoes slam Texas
Reasoning: Both are shareable and accurate. The alternative version puts a human touch on a shocking story. Powerful quotes are powerful when it comes to sharing, and we often find this to be especially true on Twitter.
Resignation letter on a cake story
Straightforward: Man quits job with resignation letter printed on cake
Alternative: Quitting your job? This could be the sweetest way to resign: By cake!
Reasoning: Even the straightforward version makes you want to do a double take, but the alternative version makes you realize that while true, it's still a fun story.
Missing dog reunited with family story
Straightforward: Dog missing for 4 years from Denver found near Chicago. The owner is ecstatic.
Alternative: Owner of dog found after 4 years: Where have you been? Dog replies: Woof, woof, woof! Sadly, we may never know.
Reasoning: The story has such a happy ending and that's shareable by default. But the mystery introduces a new way to intrigue your audience. Seeking the dog's reaction hopefully makes people chuckle.
And finally...
Bonus tip: If your straightforward and alternative versions vary enough, there's no reason you can't try both. Put a few hours between them so as not to sound repetitive.
These are just a few ways to approach these stories. My best advice is always to experiment and see what resonates with your audience. You won't know until you try.
Have questions about social media? Tweet them to @scottkleinberg with hashtag #SoSocial. He might use yours in a future column.
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