There are two fundamental behavior types on the social web: giving and taking. Givers are those trying to help others, either via original thought or curation. All those posts on Twitter that start out “7 ways to increase your…”, those are from givers. Takers are people looking for information. “Where is Lone Survivor playing? Who is the actress in Vampire Diaries?” Takers are also looking to get answers to questions. Platforms like Ask, Jelly and Quora come to mind.
If, as a brand, you look at the web from this Giver-Taker point of view it will help you with your customers. SEO people get this. The reality is, though, not a lot of people are in the market looking for brighter brights in clothes washing. One of the guard rails in my Slideshare presentation on social media dos and don’ts is “Care about what your customers care about.” If you understand your customers “taker” behaviors and have a brand plan (1 claim, 3 support planks), you can align your social giver content in more targeted, higher-value ways.
So the keys are: Know what your custies care about. And have a brand plan that gives form, relevance and meaning to your sharing. Otherwise you are just pizzling in the ether. Peace.