A social channel without content is like a book with blank pages. Simply having a Twitter or Instagram account isn’t enough; it’s your job to deliver your audience a dynamic story through each platform. That’s where content comes in: photos, videos, animations, and the more traditional written word. If people are following you, they’ve opted in, meaning they’ve publicly declared their desire to hear from you. Talk to them. Talk with them. Have fun.
That’s exactly what Chris Bosh did. In 2008, the Toronto Raptors forward was on the brink of making his third All-Star Game. To leave nothing to chance, Bosh took to YouTube to generate fan support and ultimately votes. He created a campaign video in which he impersonated a used car salesman, urging fans to get out and vote for him. The content did its job, as Bosh was selected to the game, while unknowingly starting a trend. Today it’s not uncommon to find similar all-star campaign videos pop up across every major sport.
Be your own publicist. Create your own content. Tell your own stories.
