On the surface this sounds great.
A man living out the calling of caring for his community.
What could be the problem?
There is only one detail that I am leaving out. The campus that he serves is located about 15 miles away from this coffee shop. On the surface, he was doing the right thing. The church was right up the street. Several people in the coffee shop went to the church, he was engaging with the community. The only problem, no one from his community was in the coffee shop.
Sometimes we can do all the right things on the surface, but be in the wrong context.
Social media is a lot like this.
There are so many factors that go into what you are producing that can lead you to success or mediocrity. Context is one of the most important.
Knowing the context of the platform you are working with will allow you to create content tailored to that specific audience.
Let me give you another example.
I was working with a brand who was very well known. They wanted to get better at creating content for Facebook. After several conversations and strategy meetings relaying the need for organic and original content for Facebook, the client said they were just going to link their Instagram account to Facebook. So every post they do on Instagram will appear on Facebook.
In their minds the problem was solved.
But, if we bring context back into the equation we know this was only putting a band-aid on the problem.
Because Facebook doesn’t want you to link accounts like this. In fact, they punish you in the newsfeed for using third party apps. They want you to operate in their platform. My client understood the need for putting content on Facebook, but they missed the whole context of the situation.
They were in the wrong “coffee shop” for their content.
If you don’t treat each social platform as a social network you can’t expect to make an impact.
The context of social media is as important as the content of social media.
Understanding your audience, the platform, the content style, and trends will help you stand apart from other channels.
Today, take the extra five minutes to work natively inside a specific social platform. Don’t pick your favorite or best social network, focus on one you haven’t worked with in a while and create some specific content for that network and measure the results.
Here are some hacks I use to make sure I stay native to the context of the platform:
-I operate twitter from twitter.com.
-I schedule Facebook post inside of Facebook.com (not buffer or Hootsuite).
-I focus on how I am telling the story of my content for each platform.
-I treat each platform as a social network rather than a place to upload videos, or post links to my website.