The 80/20 Rule And Why It’s Crucial For Social Media Success

You may have heard about the 80/20 rule over the past few years. It has become a tenant of the content marketing craze that has pervaded the brand-boosting strategies of everyone from the mom and pop store around the corner to Fortune 500 companies. It goes like this; 80 per cent of the content you post to social media should not be a direct sales pitch for your company or its products and the other 20 per cent should be.

The 80/20 rule is a great start point in understanding how to build a successful social media strategy. As with most things in life, it’s better to realize and act upon the logic behind this rule than to take it as an infallible law. You don’t necessarily need to take 10 pieces of content and ensure each and every one is split along the 80/20 border. However, you do need to make sure the content you are posting has a good balance between a hard sales/promotional approach and an engaging, fun approach.

The logic behind the rule is centred around the goals of your audience and your goals as a business owner, fundraiser, association executive, etc. Your goal, quite simply, is to expose people to your organization and have them spend money on your products or services. The goal of regular individuals on social media (ie. your audience) is to discover information that is valuable. This value might come in the form of information, entertainment or social interaction. The key is to bridge the goals of the audience and the goals of your organization. This is where the 80/20 rule comes in.

Imagine your organization’s social media account is like a store in a busy marketplace in the middle of a park. Not only are there so many choices for the regular person to buy from, but many of the people who come to the park aren’t even looking to shop; they just want to come and have a good time at the park. Your store needs to not only attract customers, but also keep them coming back. You need to let the shopper know what you are selling and  why shopping at your store will bring more value to their life. However, you also need to make the environment of your store a place where people want to go even if they are on a leisurely walk with their friends.

In this scenario, a hard sell is not the most effective approach to the create the aforementioned environment. Catering to the interests and wants of your audience is. If you are selling sports equipment, what is more likely to intrigue casual passerbys with no intention of buying anything: A pitching tutorial from the local baseball star or a banner that says, “Our shoes are the best in town and we have them in every colour you want!” The safe bet would be on the first option. It’s interesting, educational and entertaining all at once. It also gets customers in the door and looking at your products.

Transferring this logic to social media, it’s easy to see how the 80/20 rule breeds success for brands. People are more willing to visit your Facebook page, share your tweet or like your Instagram post (thus increasing exposure) if the bulk of content is something that engages them and doesn’t attempt to embark on a one-sided sales pitch. That is why content marketing is such a hit. Instead of writing a blog about the attributes of your sports products and posting it to Twitter, a smart marketer writes a post about the best places to play sports in their city and posts it to Twitter. That is information that engages people, offers solid advice they use in their real lives and drives traffic to your website, thereby increasing the likelihood they will at least consider spending money on your product.

So the next time you are building a marketing plan or content calendar for social media, make sure you establish a good balance between the hard-sell, aggressive marketing content and lighter, edu-taining (educational and entertaining) content that engages your audience and their interests. Your bottom line will thank us.

The Three Most Important Things For Organizations To Remember When Starting A New Social Media Account

Creating something from scratch is not an easy task. It takes a great amount of dedication, time and passion to take an idea and make it a reality.

At first glance, this line of thinking doesn’t seem to apply to social media accounts. The various platforms (Twitter, Facebook, YouTube, etc.) have made it extremely easy to set up an account in less than 10 minutes. However, if you are creating an account for an organization in a bid to attract customers, engage members or capture the hearts of donors, you have to build a high-quality arena in which to promote your organization. This takes much longer than 10 minutes.

While tackling the small details of building the perfect social media account can seem overwhelming, there are three main elements you need to keep in mind. Here they are:

Have a Plan

Having a plan is probably the most important part of creating a social media account. Without a plan, building a quality account will take much more resources than if you took some time beforehand to sketch a blueprint for the social media site.

Having a plan includes a variety of elements that need to be considered before you go to work posting, uploading and gaining followers. First of all, you need to think about the overall goals of the account, including the audience you want to target and the brand you want to convey to this audience. These factors drive the creation process and the rest of your account management.

Once you have figured out your goals and strategy around the account, you need to plan the more tangible parts of your account, such as the photos that will be used, the wording that composes the ‘About’ sections and collecting other smaller details, such as the contact information for the organization. This will make the process much faster and more efficient.

Lastly, it’s important to plan the  content you are going to present on the account in the short-term. Creating an account and leaving it dormant while you think up a post or a tweet or a video, etc. is no way to encourage a following. Have a few pieces of content ready to go in order to populate the account for the first week or two. Draw up a publishing calendar and stick to it.

Connect With the Right People

The whole point of having a social media account is to promote your organization and you can’t do that without having an audience. Your potential audience is not going to flock to your account immediately as they often don’t even know you’re on the platform. This is when you need to connect with the right people in order to draw attention and gain an audience.

The first step in connecting with the right people happens before you even set up the account. Create a list of people and organizations that you will connect with once the account is built. This includes users in your community and your target demographic that are active and influential on social media. For instance, if you an association, connecting with members who are very active and have a large following on the platform you are starting on will help you gain traction and hopefully increase your following.

After launching the account, start by including users from your target demographic in your posts. Share their content, give them a shout out or just say hi. Whatever it is, tag them, engage them and show them why your account will add value to their lives. Making these users aware of your organization’s existence on social media will make it more likely that they will engage with your organization in turn (which should include a follow!).

Lastly, make sure your first set of posts are visible to a wide array of relevant online communities. For example, if you have just created a Twitter account for your clothes store in Toronto, research the hashtags that correspond to your target audience and their use of Twitter. Use these hashtags in your posts. This will go a long way in establishing your brand and organization into the community of people that you want you want to attract.

Don’t Get Discouraged

The last part of creating a social media account that you should always remember is to never get discouraged. It is likely that in the first couple weeks of a new social media account that you will not receive the huge boost in engagement and followers (and sales) that you were expecting. This is normal. Creating an online presence takes time as there is only so much you can do to lead users to your organization’s account. Sometimes they need to discover you by themselves and that takes time.

Instead of panicking, keep on working towards providing valuable, high-quality content to your audience. Promote the account through your other established means, which might be an e-newsletter, your email signature, business cards, a magazine, at events or through word of mouth. Keep tracking the response to your posts and develop strategies to counteract any obstacles you see developing from these measurements. Remember, online marketing is a cost-effective way to get the word out, so stick to it and the results will come eventually!

A Marketer’s Guide to What Facebook’s Newest Feature Could Look Like

Facebook’s ‘like’ button has inserted itself into everyday language and become synonymous with social media itself. For years, there has been a clamouring for a ‘dislike’ button to appear as an option as well and it seems like Facebook users are going to get what they want. Well, get what they want in a kind-of-sort-of-not-really-but-almost type of way.

Facebook creator and CEO Mark Zuckerberg has said that the team at Facebook has been working to create a new feature that will let users express how they feel about a post in new ways. No one is quite sure what exactly this new feature will look like, but it is certain to change the way people use Facebook forever.

These developments beg the question, how is this new feature going to impact the way companies and organizations use Facebook? The short answer is, we don’t know. Without knowing what the feature looks like, and what it will allow users to express, no one can predict how it will change the way marketers draw attention to their organizations or causes. However, we can look to a few sources to predict what this new feature might look like and its influence on businesses, associations, non-profits, etc.

The first thing we need to think about is what the feature would look like. Zuckerberg has said that the feature would help users express their feelings toward a post in new ways and he specifically mentioned empathy. For example, if a tragedy occurs and someone posts about it, the Facebook CEO wants users to be able to express sympathy or empathy towards it, something a ‘like’ doesn’t convey. Zuckerberg ruled out a ‘dislike’ button as a solution, but there are a couple other likely ways Facebook can give users a better way to express emotions on the fly.

The first would be quite simple and play on the popularity of emojis and emoticons, those digital icons of smiling faces, cute cats or random eggplants that are popular with the iPhone crowd. Alongside the ‘like’ button on posts, there could be heart icon or a similar emoji to symbolize love or empathy. Instead of 26 likes on a tragic post, you would get 26 ‘hearts’ perhaps.

The other theoretical option for the new feature would have Facebook take inspiration from Buzzfeed, one of the most popular websites around with a knack for posting viral content. Buzzfeed has a rating system that allows visitors to tag articles as ‘lol’ if it’s funny or ‘cute’ if it’s, well, cute or a variety of other rankings. Facebook could adopt a similar format that allows users to flag a post as one of these emotions, such as sad, funny, cute or useful.

When examining the impact of these two options on Facebook marketers, the first option will not impact businesses or organizations too much. There aren’t many occasions when small businesses or associations would post about tragedy or sad topics, but when they do, this new feature will allow their followers to react accordingly.

If the second option is instituted, it will certainly be interesting to see how organizations use an emotional rating system to increase views and engagement on their content. For example, organizations may tend toward creating and sharing more Buzzfeed-like content, which is made up of gif-based lists and viral videos (although they have great long-form journalism that is often forgotten or barely mentioned), in an attempt to get more ‘lol’ or ‘cute’ ratings.

Whatever the case may be, there is one certainty for organizations and their marketing departments that will come with a new Facebook feature alongside the ‘like’; it will give them more data to work with. Giving users another way to express emotion allows both Facebook and its users to get a better handle on how people respond to different content. Organizations and businesses can take this new set of data and format their marketing around it. Marketers will be able to get a better sense of which type of data preforms best and which demographics to target. More of any type of data can only be a good thing for organizations using Facebook, so keep an eye on the social media platform and watch for the mysterious new feature!

Social Media Lessons From The Major League Baseball Playoffs

The Major League Baseball (MLB) playoffs started last week and it has provided baseball fans with some great moments so far. From sudden-death games to amazing plays and pictures of stadium-goers cheering their hearts out for their teams, there is excitement everywhere one looks.

So, why can’t it be the same for your organization’s social media and its target audience? You might not get people painting their faces with your logo (although one can dream), but the MLB playoffs can teach us a thing or two about engaging your audience and creating a special feeling around the activities of your organization, whether it’s an association, a non-profit or a small business. Here are just a few of those lessons:

Put It All On The Line

There’s no moment that is more exciting in professional sports than a do-or-die elimination game, a game when the loser goes home to contemplate what might have been and the winner moves on to pursue further glory. In the MLB playoffs, this do-or-die moment happens immediately with a one-game play-in game where the winner moves into the second round of the playoffs. Every baseball fan is glued to their TV sets to see which team will triumph and live another day.

There’s lots for organizations can learn about social media from this winner-take-all format. Primarily, it teaches us all that creating a sense of immediacy builds excitement and engagement in an audience. These kind of one-day, deadline-reaching moments happen in almost all industries, whether it’s a membership dues deadline, the last day to register for a conference, the last day of a big sale or the last day a product is available. It’s your job to capture this down-to-the-wire feeling on social media and have people be invested in the outcome. Make things a race, tell them how high the stakes are and make sure they know that they will share in the glory if things are successful (which they will be if they meet the deadline!).

Always Be Flexible

There was a moment in the seventh inning of Sunday’s Blue Jay-Rangers playoff game when the Blue Jays’ best pitcher was warming up, getting ready to replace the current pitcher if he needed to. This is highly unusual and would make the best pitcher unavailable to start the next game. But, it was a do-or-die situation for the Jays and they needed to throw convention out the window in order to succeed. Flexibility is key to managing a playoff team to victory.

The same thing goes for social media management; flexibility is crucial. It’s always important to have a plan for your social media accounts and stick to it. You need to know what kind of content to post and when and how you are going to respond to people in a variety of circumstances. However, there will come a time when the unexpected happens and you need to change up your social media plans. A natural disaster may affect your audience or your local community or new legislation may pass that changes the way your audience goes about its life or its business. Whatever the scenario, you need to be ready to deviate from your planned course and address the situation at hand. If you don’t already, have a general outline of how to manage your social media accounts in the event of a natural disaster, bad news, heavy criticism, etc.

Create A Sense of Pride

It was an awe-inspiring sight to see 50,000 Blue Jays fans all waving white towels during the team’s first home playoff game in 22 years. They were joined by million of people across the country all cheering on the nation’s only MLB team. An entire nation was on their side and it created a welling of pride from coast to coast that is often reserved for the Olympics. Everyone from pre-school children to 90-year-old great grandparents were engaged and excited to follow along with the team’s triumphs or failures.

The scenario above is what every social media manager dreams of and it would do them good to take a page from the MLB playoffs when trying to make this dream a reality. When managing a social media account, it is necessary to do more than just promote your brand and sell your products; you need to promote your audience’s part in all of that. You need to make your audience feel like they contribute to the success of the organization and have a part in guiding it on its path to triumph. Ask for feedback on social media, profile members or customers, don’t be robotic or scripted with responses; take the time to learn about the engaged members of your community and encourage them to keep participating. And, as always, make sure your audience knows that it will share in any success your organization achieves!

What The 2015 Pan Am Games Can Teach Us About Social Media

The 2015 Pan Am Games officially closed last Sunday in Toronto and although the city still has the Para Pan Am Games to look forward to, this occasion gave the city and the entire country a chance to reflect on the achievement of its athletes and the process of hosting a major multi-sport event.

The lessons were plentiful and the opinions of experts and the general public alike shifted slowly from the opening ceremonies to the closing ceremonies. At the end of the day, the event was deemed a success by a vast majority of the commentators. Here at Incline Marketing, we always like to learn from successful organizations and events, so after examining what the Pan Am Games did right, we came up with four lessons from the event that can be applied to building a successful social media strategy. Here they are:

Plan For The Worst And You’ll Get The Best

Negativity reigned supreme among a majority of the local media and among the public before the Games started. The traffic was going to be absolutely, insanely horrible, no one was going to show up to the events and the newly built venues would be white elephants for decades to come. The Pan Am organizers heard these dire prophecies and worked hard at creating strategies to combat them. In the end, everything worked out as close to perfect as they could have, thanks in large part to the preparation of the organizers and volunteers.

A lot of people like to spout worst-case scenarios about social media too. For example, people fear that it opens them up to too much criticism or that the money/time spent on social media efforts is a giant waste. However, if you can plan effectively, you can take much of the sting out of these nay-sayers. Draw up a plan to deal with negative comments or sudden crisis on your social media platforms. Have guidelines that you and other staff should follow when posting to the organization’s Twitter account, Facebook page, etc. Develop strategies to measure your return on investment and achieve your goals. Having these plans in place will ensure that you’re prepared for the worst, but will most likely achieve the best.

Exclusivity Isn’t All It’s Cracked Up To Be

Part of the success of the 2015 Pan Am Games was its high level of accessibility. Tickets were relatively cheap and plentiful. Events were spread out across southern Ontario so people from different regions could take part. Open events, such as concerts, were held almost every day of the Games in popular spots. These are just some examples of how the organizers made the event inclusive and drew the attention of thousands of people that critics said would remain apathetic and disengaged.

There are many organizations that tout exclusivity as the ultimate reason for not only their success, but their very existence. In rare circumstances this may be true, but using wide-reaching exclusivity to draw an increased customer/membership base is generally an out-dated concept. When your organization makes content easily accessible through its social media channels, it is being inclusive. This inclusiveness gives people a sense of belonging, increases engagement and builds a community that people want to be part of. This is nothing but a win-win for your organization and its target audience.

Pride Is Powerful

Every single day throughout the course of the 2015 Games, Canadian athletes would say they performed at their very best because of the home crowd. When thousands of people are cheering you one and celebrating your every victory, no matter how big or small, it’s natural to want to work as hard as you can and give back to your supporters. The athletes were greeted by a wave of national pride and they rewarded Canadians with a record number of Pan Am medals.

Shining the spotlight on people’s accomplishments has a hugely positive effect on them outside of athletics too. Social media is a great vehicle for recognizing people in your community or a member/customer who has done something special. Highlighting their achievement in such a public way is an opportunity to show appreciation for the people who help make your organization a possibility. Just like support from fans, recognition in other industries is a two-way street. If your organization recognizes how hard you’ve worked to accomplishment something, you’re going to be more likely to renew membership, volunteer on a committee, subscribe to a newsletter or attend their next event.

Engagement Begets Engagement

By the time of 2015 Pan Am Games were winding down last week, the conversation was not about if the event was a success (there was no doubt it was), but if Toronto should host more international sporting competitions. People wrote about bringing the Track and Field World Championship or the FIBA World Championships to the city. And of course, the biggest clamour was for another bid on the Summer Olympics. This signalled a huge shift from the prevailing notion at the start of Games that Toronto was just too darn apathetic for a major multi-sport event to take off. But because the Pan Am organizers did such a good job at engaging the citizens of the city, Torontonians are wondering where they can get more.

Social media has these same addictive characteristics. The name of the game for a multi-platform strategy is engagement. The purpose of Twitter or Facebook or Instagram is to connect with your organization’s target audience and get them engaged and invested in the organization’s efforts, both online and offline. When engagement is fostered through social media, it becomes easier for your audience to see opportunities to get involved in other areas. That may be volunteering or attending events or simply referring your organization to their friend. The point is, engagement snowballs; when you make it easy to connect with your organization online, you open up your audience’s eyes to possibilities that exist in all areas.

How To Treat Current Events And Trending News On Your Organization’s Social Media Platforms

Navigating the news on social media is a tricky business. Not only is there so much of it to wade through on a daily basis, but because of the 24-hour news cycle and the way we use technology, one story might be popular for what seems like a split-second before another takes it place.

The pace by which news is delivered these days is enough to make you throw up your hands in frustration and declare that you’re over it all. Not so fast! Capitalizing on current events and trending topics can be an important part of content marketing for your small business, association or non-profit. However, it has to be done right or your efforts will be in vain, or worse, backfire on you.

We’ve put together a list of newsy dos and do-nots to help you find your way among the maze of current event topics and use them to your advantage on social media:

DO keep tabs on current events and trending topics

This may seem like a no-brainer, but it’s easy to get wrapped up in routine and miss something that your organization can comment on or use for its blog, Twitter account or Facebook page. Look at at least one national and one local newspaper a day and keep your eyes peeled for interesting pieces on the trending topic sections on Twitter and Facebook.

DO NOT post about a current event if it doesn’t relate to your organization at all

Your organization’s online community listens to you for a reason; you provide good quality content on topics that they are interested in. They find the information you put out valuable because it is information they can use or relate with. If you are posting about news simply because it’s popular, but it has no ties to your organization, it can leave your audience confused, disgruntled, frustrated and bored. You might get away with it once, but don’t make it a frequent practice.

DO set up a keyword alert on Google News

Google: The ultimate tool for newsies everywhere. The Google News tool is a great source for news from around the world. Setting up a keyword news alert will help you and your organization find articles to share and ideas for blog posts and videos. It will also keep you in the know about the latest trends and topics. As a bonus, the alerts can also help you find mentions of your organization in the news that can be shared or addressed.

DO NOT have a knee-jerk reaction to negative news on your organization/industry

The news you find online about your organization or your industry may not be all sunshine and rainbows. There will always be negative reviews or an opinion piece that throws criticism in your general area. Firing back right away is always the quickest way to create a PR nightmare. Instead, take some time to build a well-thought-out social media response and ensure everyone in the organization is on board with it. Don’t wait a long time to make your case, but have a strategy in place before you do.

DO be respectful when considering a social media post about a tragedy

Tragedies in the news are a sad reality and our first reaction is often to join the many others who are sending messages of support to victims on social media. However, many companies have seen a backlash against social media posts mentioning tragedies, such as 9/11. Before you post about a tragedy, think very hard about how appropriate the message is and its relevancy to your organization. Consider if a day of social media silence is better or if a post from your personal account would be more appropriate.

DO NOT wait too long to post about relevant news

In the sections above, we’ve mentioned that you should pause before posting about current events. However, this pause shouldn’t be too long. The 24-hour news cycle makes it easy for you to blink and miss a trending topic. Create a framework for dealing with breaking news on social media so that when it happens, you can cut down on the time you spend weighing the pros and cons of posting about it and get in on the action.

DO give a fresh perspective on a piece of news that has been trending for a while

There’s only so much of the same basic run-down of a news story that people can read. If there is a trending event that has been popular for more than a day, brainstorm a fresh way to cover it. Tackle it from a different perspective, find a different angle, make it relatable to a different audience and talk to people who no one has talked to before. Being fresh will give your audience a reason to read your material over the same old stuff.

DO NOT hesitate to break news yourself

There’s no rule saying you can’t make the news! If your organization has a newsworthy point of view, tidbit of information or an innovative new way of doing things, make it known to the world. Develop a strategy to market the news through social media, including which platforms you’re going to use, what your message is going to be, how you’re going to keep it fresh, which audience to target, how you’re going to make it newsworthy to the media and how you’re going to handle any potential criticism.

5 Places To Find The Best Content For Your Social Media Accounts

There’s a common phrase used to explain a basic principle of social media that says content is king. However, the platitude doesn’t mean a whole lot if the throne is empty. In other words, you have to find content first before you can think about how you’re going to use it to rule social media.

Finding good content to post to your organization’s social media accounts is often not an easy pursuit. It takes time, know-how and a keen eye. You also have to know where to look. With the mountain of information that is readily available online, finding the content that provides the right kind of value to your target audience can be like finding a needle in a haystack.

Luckily, we’ve taken some of that hay out of the equation by putting together some suggestions for where to look when searching for good content. Hopefully with these five tips, you can find that needle much quicker.


When you want to know the latest on a certain topic, issue or industry, a hashtag can go a long way. If you’re not familiar with the power of hashtags for finding content, it works sort of like this: Twitter is a huge ocean of information being put out by millions of people. If you try to go fishing in that ocean, the chances of catching a fish are slim. Hashtags are like the streams, rivers and ponds that flow from the ocean. They are smaller and more contained, meaning you’re more likely to find a fish if you go searching there.

Find a hashtag that relates to the sort of content you are looking for and explore the content that people are posting to that hashtag. For example, we like to monitor the Association Chat hashtag (#assnchat) for all the news and views on the association industry. People are always posting blogs, articles and expert opinion on this hashtag, the best of which we share with out followers. One of the best ways to find a hashtag that fits your purposes is use, a site that allows you to type in one hashtag and discover the most popular hashtags associated with it.

Magazines, Newsletters and Other Publications

There is no shortage of specialized publications for the industry you are posting about. If you look hard enough, there are magazines and newsletters and just about everyone, from pet grooming to turfgrass management to hair styling and everything in between. These publications usually contain well-thought-out insights from experts and often include new studies, perspectives and opinions. Many of these publications have online editions as well as hard copies, meaning they can be a source of content for your social media channels.

These magazines, newsletters and other publications are not hard to find. Many trade associations publish their own magazines that they make available online as well. Check out the national or local association to see if you can get access to their publications. Businesses and bloggers often send out weekly or monthly newsletter that you can sign up for as well. Put together a list of publications that you can subscribe to and a list of others that you can check on a weekly basis. Combining the two lists will help keep your content cupboard stocked.

News and Trending Topics

Chances are, over the course of a week or month, there will be more than a few times the news and your organization’s interests intersect. That’s why it’s important to keep on top of current events. When you can share interesting news, whether it’s hard-hitting journalism or a human interest story, your audience can relate to or can use in some meaningful way, they will find both the information and your organization valuable.

There are a few great ways to keep tabs on current events. The first is to set up a Google News Alert. Set an alert that will notify you every time a certain word or phrase is found in the news. This can be more basic, such as “golf” if you are in the golfing industry, or more specific, like the name of your organization. Another way to keep up with the news is through the trending topic section on many social media platforms. For example, keep an eye on the Twitter trending topics. Over time, the trending topics are often configured to match up with the content of your tweets. By keeping an eye on these topics, you can see what everyone is talking about and get in on the action. This way, you won’t be lacking for content.

Your Staff, Board or Customers

Two heads are better than one, so imagine how great five, six or 20 heads would be for finding quality content! You have a lot of great resources at your disposal in the form of your colleagues, board of directors, customers, staff or others that you work with. Most of the time you’ll find that if you simply ask, people will be more than willing to brainstorm with you, point you in the direction of content or pass on some of their own ideas. These ideas are some of the best because they help you find a new perspective that might be lacking in your current content line up.

The best way to go about finding this type of content is to simply ask. Section off half an hour or an hour every week to gather your staff or colleagues together and brainstorm ideas or share content they found during the past week. Create a document on a program such as Google Docs that allow your board of directors to jot down ideas or share blogs, articles, opinions or other forms of content. Create an Idea Box at your store, office or headquarters where customers, members or volunteers can drop off suggestions on which content to cover. All these methods will help keep your content calendar full for a long time to come.

Make Your Own

Whether you have exhausted all your resources and are still lacking content or are just trying to supplement a full schedule with your own take on things, creating your own content is a great idea. Not only do you have full control of original content, this type of social sharing helps drive traffic to your website, increases awareness of your brand and lets you share information that is most valuable and most important to your target audience.

Creating your own content can come in many forms. You can start a blog, a YouTube channel, create infographics, post a Facebook album or make an Instagram account. The best part about using this method of content creation is that it offers the opportunity for so much variety. With a YouTube channel, you can share how-to videos on your Twitter account. With a blog, you can share an interview with a member or an infographic on your products on your Facebook page. There are countless chances to be creative and share great content by creating your own!