What kind of content do you think will grab the attention of today’s social media audience who are overloaded with content and highly distracted – a short attractive content or a long descriptive content? Obviously, a short one. Right? But there is a problem with that option. Once you have their attention using a short-form content, suppose some of them want to learn more about the subject that you are talking about, they will want a long-form detailed content. And if you do not give it to them right away, they will leave you and go behind the next shiny object on their newsfeed or timeline.

Note that my heading says ‘showcase‘ your authenticity, not ‘pretend‘ that you are authentic. You cannot showcase something that you do not have. If you are not sure of your authenticity, first you need to build your authenticity as a brand from within and then start showcasing it.

Social media marketing has a special characteristic that is unmatched by any other type of marketing – its ability to get your brand or product so close, right into the personal space of the customer. In social media marketing, every time you release a campaign (inbound content marketing or advertising campaign) you are communicating, promoting, marketing and interacting with your customer at a very personal level.

Social media is easy Right? Click a picture or shoot a video. Write a description. Post on social media. That is it. Now your ministry is showcased around the globe using social media. Right? Well, that is not entirely true. And even though this approach might seem to work, it will work only for a short term.