Things I’ve Learned from Lately #27

“Things I’ve Learned from Lately” is a regular compilation of articles that have made me a smarter social media marketer. Hopefully, they’ll help you, too.

Improving the Chance of Virality – There’s no magic formula for making content go viral (as much as we wish there was). Carson Ward shares some statistics on SEOmoz to improve the likelihood a piece of content is shared.

Key Takeaway: We want our content to be shared, and there are things we can do to increase the likelihood a piece of content is passed along. At the end of the day, it still comes down to quality of content. The more a brand can deliver value and earn trust, the more the brand will build an audience over time. Still… a few tweaks here and there to improve the likelihood content is shared can’t hurt.

The Effects Countering Your Influence – Christopher Penn writes about how marketers are often most concerned with how they’re building influence, but they should also be aware of what factors may be negatively affecting that influence.

Key Takeaway: Marketers are often focused on their own actions and neglect to consider forces outside of their control. Penn’s perspective is to just ask your customers what they’re looking for and why. That will allow marketers to better define the value they’re delivering to customers and not rely on guessing or intuition.

Social’s More than ExternalHarvard Business Review points out that the value of social media extends beyond external social media marketing. Its true value is in helping an organization with innovation, communication, integration and knowledge management.

Key Takeaway: Social media marketing can be used to bring consumers closer to a business, but it can also be used to bring employees closer together, making them more efficient, collaborative and effective in their daily jobs. Social media has changed the face of marketing. It can also change the way work is done.