Social media can be a powerful brand driver. It’s a way to keep in touch with your connections, it shows expertise in your field and can encourage people to engage directly with you and your brand to increase loyalty and overall engagement. But do you really have to come up with all of that content by yourself?
If you have an incredible content team that can come up with a ton of great content, by all means, have them do it. Original content is, after all, more engaging than content coming from somewhere else. The challenge for most, however, comes in the form of budget – it’s expensive to have all that content developed! Besides, only using your own content can open you up to unwanted – and unnecessary – criticism, add pressure and can suck up a lot more time than you want to spend on your social media accounts.
Enter the Curator
If you don’t have the time or money to devote to creating all of your own content – and let’s face it, very few of us do – focus on curating content. As someone in your industry, I’m sure that you follow plenty of industry blogs, websites, newsletters and thought leaders that collectively produce enough content to fill your social media feed a few times over. You might agree with the points and views discussed in this content or vehemently disagree with them. Either way, great! It doesn’t matter if you think it’s right or wrong – since it’s someone else’s content, you can use it to engage your following and make your own stamp on it.
Curating content takes advantage of all of the information out on the Internet that is so incredibly abundant and uses it for your purposes. It’s already there, you may as well take advantage of it. On top of that, you ca probably post more regularly and it takes a lot less time to do so.
Don’t Stop Creating
Curating content is a great solution to managing social media accounts but that doesn’t mean that you should stop creating your own content all together. You want to make sure that people know your spin on the industry. You’ll be more successful becoming your own thought leader than hiding in the shadows of someone else.