SmartBlog recently posted 6 tips to integrating current events with your social media to stay current and knowledgeable for your readers; and what better time than right after an East coast hurricane to adopt some of these valuable suggestions? Even if everyone knows the hurricane happened (unless you’ve been living under a rock and in that case, maybe you beat us all to the punch by already being prepared) it’s still not a bad idea to incorporate it into your company blog or post. Take advantage of it.
The post starts by explaining, “The bill passed. The storm hit. The war is over — and you weren’t paying attention. Current events are the lifeblood of many conversations on social networks. But if you find out about a major event a day or more after it happened, it can be tempting to just let the issue slide. No one wants to be seen as out-of-touch, right? But even if you can’t break news or be the first person to react, you can still weigh in on the subject in a way that is thoughtful and relevant to your readers. It just takes a little bit of extra work to make up for lost time.” The article does continue by stressing that it is important to stay on top of news in your industry and around the world all of the time, but if you miss the proverbial boat at first, it’s not too late to jump on board. He writes, “The trick is to get involved in the conversation in such as way that it doesn’t a) look like you were caught napping or b) look like you’re being opportunistic. The key here is finding organic, relevant connections to your industry and your readers.”
Still think this information isn’t valid after the event has already taken place? We beg to differ. Just take a look at what’s trending on twitter right now. For that matter, take a look at last year in review. In news events, the Oil Gulf Spill was number one, shortly followed by the Haiti Earthquake and the Pakistan Floods. Did everyone already know about these events nearly as soon as they happened, thanks for media? Yes. But they were still trending for weeks, if not months later. In other words, if you want your company to stay on top, follow the trends and adopt a few.
Here are a few tips the blog offers and how they can be useful to you:
“Remind people why it matters.
Everyone has a friend or a relative who likes to loudly opine that they “just don’t get” why people care about politics — until an issue that affects them is on the table. Everyone knows someone who will proclaim that they “can’t see the appeal” of the latest gadget — until they’ve got it in their hands. Chances are, your audience isn’t so different. Some of them may need you to help them totally understand why an event is important — to their families, their jobs, their community. You have to be careful not to adopt a patronizing tone here. You’re not lecturing anybody, just pointing out a connection your readers may have missed. The goal isn’t to sound knowledgeable — it’s to leave your readers feeling like they’re more knowledgeable.
Offer a second opinion.
Sometimes the prevailing wisdom on a news event is just wrong. And you know it — so why not share that unique perspective? The shelf life for unorthodox takes on current events is longer than straight reporting on the topic, as people start to move from amazement to critical thinking. If you time it right, you can catch your fans at their most skeptical and give them a well-reasoned, insightful look at another side of an issue. Again, you don’t want to lecture, so much as give your readers a clever response to conventional wisdom the next time they’re at a cocktail party.
Give readers a gentle nudge.
Sometimes a news event can be a powerful reminder of why your business or organization exists. Don’t be afraid to capitalize on those moments and encourage readers to get involved with your organization or take another look at the products and services you offer. People are emotional creatures and they’re more likely to be receptive your arguments when you’re piggybacking on their happiness, interest or worry. The trick to doing this well is to position it as helping people, instead of selling them something. You’re not making a sales pitch; you’re sharing your values.”
And lastly, remember that, “Current events are a double-edged sword. It can make your brand more relevant, but it can also open you up to controversy and criticism. If you decide to weigh-in on current events, do so knowing full well that at least one person will not like what you say. Then say it anyway. The truth is that opinions are something that only people have. Sharing a viewpoint makes your brand more human and it gives your brand a reputation and a character. Whether you’re looking to be an information source for your fans, a thought leader on a particular issue or just facilitator of interesting conversation, your fans will thank you for getting involved — even if you were a little late.” Don’t forget, don’t be afraid to share you opinion and open up to controversy. In one of our older blogs, we explain why bad publicity can be good publicity using social media. So what are you waiting for? Start trending now.
Have you used current events to propel your company’s social media? Have you found this method to be helpful or successful, or do you feel like it doesn’t have any effect? Does your company stay on top of what’s trending?
