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Vaughan Gordon

Top Tips…Contagious Social Media Content

By Vaughan Gordon

I received an interesting email from Hubspot recently (and I must say that their posts are always good), based on something called Zarella’s Hierarchy of Contagiousness. For those who may not know who Dan Zarella is, he is an award-winning social media guru who, much like Maslow before him, offers another hierarchy but this time within the field of social media. All very sensible and there may be a few surprises too…
You can read more about the article itself here, but in essence he discusses his three-step hierarchy in terms of myths and takeaways thus:

  • Exposure:
    Myth: “Engaging in conversation” is the most important thing in social media
    Takeaway: “Engaging in conversation doesn’t work. Publishing interesting content does.
    Myth: Don’t call yourself a guru
    Takeaway: Identify yourself authoritatively. Bio words that lead to more Twitter followers include “official”, “founder”, “speaker”, “expert” and “author”.
  • Attention:
    Myth: Friday, Saturday and Sunday are bad days to publish.
    Takeaway: Use contra-competitive timing. In reality, re-tweets on Twitter spike on Friday and Facebook shares spikes on Saturday.
    Takeaway: Don’t crowd your own content. Spread out the sharing of your own material.
  • Motivation:
    Myth: Novel ideas are contagious
    Takeaway: Write simply and plainly. Content heavy posts with nouns and verbs lead to more Facebook shares than adjective and adverb laden text. Sharing goes down as the reading level of content goes up and people don’t want to read overly flowery content.
    Takeaway: Utilise combined relevance. Two seemingly unrelated items or topics can join to uncover a unique market.
    Myth: “Please re-tweet” doesn’t work.
    Takeaway: Don’t forget social calls to action. In fact adding “please re-tweet to a Twitter message generates four times the re-tweets than posts without those two words.

Smart thinking, methinks and points I will be taking onboard for my future posts.
For more information about this, take a look at the Hubspot blog.
Source: Hubspot, Dan Zarella
 
Vaughan Gordon, Director, VG&A