Okay, no- hold on. Deep breath. I am NOT saying do not post pictures on social media platforms. In fact, images are perfect for social media…if they are the right images.
Recently while on Facebook, one of the organizations I participate in posted an image and it showed up on my News Feed (luckily- Facebook’s algorithm is always changing!) but I was not happy.
Here is why:
1. First, like most social media users, despite my laptop conveniently placed on my lap I was “social surfing” with my phone. Yes, I had my laptop open and ready to check out Facebook, but I chose to view facebook on my phone. Why? Because the phone app is an easier to use (quicker) and a more accessible user experience. Facebook has optimized itself as a whole, to be the best on the phone. They practically have lead the way for App users, because they realized that is where their audience is…
2. So, when I am on my phone and viewing Facebook I have certain mobile expectations. I expect the social platform is optimized for the mobile experience. I expect that the content be presented in a view-able way. I expect that the content creators (orgs) are posting articles that FIT into the content space provided for easy readership…believe me- there is a box- no getting out of the box.
3. So, this particular post was NOT reader friendly- shrunk down version of a flyer. I had to squint to read the post. No, I was wearing my glasses! But yes, I had to “click” on the content heavy graphic and then utilize the “zoom-in”/ “zoom-out” two-finger maneuver. *Reminder- you are NOT mobile friendly if you are NOT thumb-friendly.
STOP. THE. INSANITY.
You can not use the same graphic that you use for flyers and posters as an image on a social media wall effectively. You just can’t. Think of a picture you recently took. Can you print that off on an 81/2 x 11 page and not stretch it out? Probably not- think of the size of your communication piece!
Here is what to do:
1. Don’t stop advertising your events, just do the advertisements correctly. Would you put the same ad in the local newspaper as you would in an eblast?! …wait, don’t answer that because I am afraid some of you may answer “yes.”
2. Work with your graphic designers to create marketing pieces that will be optimized for each separate channel of communication. Create a web graphic, print flyer, banner or poster graphic- ALL separately designed for the space allotted.
3. CHANGE your CONTENT depending on the platform, audience and creative piece. Let’s not kid ourselves…the crowd for your direct mail is not the same audience on your facebook page.
Big screen. Little screen. Print. Identify the piece and how it will be presented, then consider how your message can best be communicated.