Chapter 10
Creating Great Messages
In This Chapter
Balancing meaning with buzz
Tracking trends that can carry your message
Organizing your team’s approach
Keeping it fresh
Maintaining a sense of humor
In the online marketplace of ideas that is social media, there is no end to information. As social networks become more popular, they are becoming flooded with status updates, pictures, videos, press releases, white papers, and blog posts. Some of this content may be valuable, but valuable content can often be boring — and in this age of distraction, boring content gets lost in the shuffle.
The most compelling content online goes beyond being informative, helpful, thought-provoking, or entertaining. It’s done in a way that builds relationships with people.
As the saying goes, “nobody cares about what you know until they know how much you care.” The more you level with people as a friend ...
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