Why a Social Media Calendar is a Crock of S#&%!

I just came across a sponsored ad yesterday that is offering a social media calendar in exchange for my email address.

Did someone forget to turn off their ad from 2012? I had to see if this was for real so I entered my address and clicked through to their “solution to my social media problems”. 

YUP, just what I thought! Oh sweet, now I know what to post for the next 365 days! 

So, THIS is what I’ve been doing wrong all along? I’ve been missing Donut Day and National Celebrate Your Plumber Day and that’s why I have a meager following?

C’mon, maybe that stuff worked a few years ago, but anyone in business knows that things are changing at a rapid pace. What worked once doesn’t necessarily work now. The online space was not as crowded as it is now. Just posting daily (no matter what you posted) at one time would get you exposure to potential clients. But things have changed, there are so many more companies vying for attention that it’s like being in a room of 1000 people and all of you are shouting at the same time, hoping that your message is heard. 

SO MUCH NOISE – how do you cut through it?

For one, play the long game. It doesn’t matter how many followers you have, as long as they’re the right ones. Vanity metrics may make you feel good, but they don’t generate sales.

If you can manage to capture the attention of a potential client, they need to see value in following you. Chances are low that someone who discovers you today is ready to buy what you’re selling today. You need to keep their attention so that you are top of mind when they are ready to buy.

Doing what everyone else is doing is NOT going to help you stand out. And recognizing National Banana day won’t either.

So, let me circle back to my title “Why a Social Media Calendar is a Crock of S#&%!” and add a caveat: “Unless You Personalize It”.

Let me explain.

I do believe that planning your posts is smart. It allows you to take a macro look at the content you plan to offer and doublecheck that your posts are in line with your brand strategy.

Each time you post on Instagram or Facebook, ask yourself if your content falls into one of these 3 categories:

1.     Is it educational?

2.     Is it entertaining?

3.     Is it inspiring?

If the answer is no then you’re likely wasting your time, and most business owners don’t have time to waste, agreed?

One of my favourite accounts on Instagram is @humansofny. The owner of the account is Brandon Stanton. He is a photographer who launched his career by taking photos of people on the streets of New York. His photos alone won't knock your socks off – it’s all about the STORIES. 

See, Brandon talks to the people he meets and photographs. He asks them to share a bit of their story. A photo of a man sitting on a park bench smoking is nothing special until you are introduced to a piece of his story. In a short paragraph, you learn that this man robbed 30 banks before he was ever caught. He has shot a man and spent years of his life in prison. All of a sudden, this photo is much more interesting. Now you see more than a man. You see a man who is looking back on his life with regret.

“People will never forget how you made them feel.” - Maya Angelou

Whether I like his photos or not, I ALWAYS stop to read them. Stories bring feelings with them, and if you can tell the stories that help your ideal client connect with you and your brand, then you have a potential new follower. And, if you continue to educate, entertain and inspire them, that follower can turn into a real customer one day.

So, start thinking about STORIES. What is your story? When you meet someone in person and you “click” – what was the thing that connected you? What parts of your personal life could you share?

Jenna Kutcher is an example of someone who has nailed her Personal Brand. She went from being a regular wedding photographer in Wisconsin to a whole new stratosphere of success just by tapping into her Personal Brand. You may not want to BE Jenna Kutcher, but you can still learn from her. Her stories about struggling with fertility and miscarriages and her body-positive message gave people something to connect with and helped her stand out in a crowded space.

Do you live in the Calgary area? Do you need a series of professional photos to help your audience connect with you? Book your session today - I will work with you to produce one or more professional portraits. You will love the results! It begins with an assessment and a deep understanding of your goals and requirements.

I invite you to book your Photography Branding Needs Assessment at your earliest convenience. >> https://calendly.com/lauriemacbrown/15min