Beyond being the result of adequate planning (through the creation of a Content Plan), a series of basic qualities can be defined that every publication made on the social channels of any company must have.
Before pressing the “send” button or leaving that content scheduled, it is advisable to confirm, as a “Check List”, that what is going to be published meets the following characteristics:
12 basic qualities of content on social networks
-It’s interesting. Ask yourself what the content you want to publish is going to contribute to your target audience. If it doesn’t add anything new, discard it. In fact, you should only publish when you have something relevant to communicate. Don’t make the mistake of publishing “because you have to” or “because you haven’t published in a long time. If you are not going to add value, it is better not to say anything.
-It’s newspaper. Despite the above, profiles that remain inactive for a long time can give the impression that they are neglected or that you really have nothing to contribute (and therefore, users may not decide to follow the account). Knowing how to communicate when you have something to communicate does not mean that your accounts will go without posts for months. It is your job to find or create relevant content.
-It’s controlled. Likewise, the number of messages published must be controlled so as not to saturate the target audience. Even if you have many important things to say, prioritize and publish as many as possible without being intrusive. Being considered a “spam” generator will lead many users to decide to stop following the company’s social profiles.
-Encourage interaction. Try to make the content so interesting that it motivates your target audience to take action: to like it, to share it… or to leave a comment.
-It is original. The content you publish must surprise, to attract attention among all the content that brands publish every day. Use not only text, but also all possible resources (photographs, videos, emojis, surveys, etc.) that allow you to entertain or meet the desired objective, whatever it may be.
-It’s direct. The clearer the messages, the better, the less time users will spend figuring out if they are interested or not and the less time they will take to take action if they are sufficiently motivated.
-He’s honest. Every message you post must be true. Half-truths or false content only serve to destroy the company’s image on social networks. Credibility is essential for correct communication.
-It is respectful. Avoid by all means being offensive or being misunderstood by all or part of the users. Your content must be as aseptic and politically correct as possible.
-Adapted to each social network. Each platform has its own characteristics and each content must be prepared to respect its rules of use and make the most of its unique characteristics and the trends that are booming at all times.
-Optimized for search engines. As far as possible, all content should reflect the keywords identified in the Social Media Plan, to try to position it on Google or any social network when users use their search engine.
-It’s right. Any publication must use appropriate language and punctuation marks so that the reputation and credibility of the company is not called into question.