Last night on midseason finale of The Walking Dead, the lookout tower and safety walls came crashing down on Alexandria as walkers finally overwhelmed the idyllic community through persistent force. Cheeky comparisons to Black Friday shopping mobs aside, what can we as creators learn from last night’s episode about social marketing?
For one: don’t be a social media zombie. Social media zombies, like the walkers, are technically “living”. Most of the pieces are there as a recognizable whole and they are moving but no one would confuse them with being alive. Similarly, you may have a complete social profile and a stream full of self-promotional posts, but is your content really alive, or is it stumbling about the social web, starving for attention, randomly reaching out to anything that moves for ROI relief?
To make sure you aren’t a social media zombie, look at what you’re creating and how you’re sharing it. Is your content to be avoided like a zombie bite, or is it something that followers will want to consume and tell others about?
- How much of the content you are sharing is original content?
- Are you including links, mentioning others, using captivating images or hashtags?
- How will this content inform, inspire, or entertain others?
- How will this inspire others to support your work?
- How many of your followers are fake or bots that don’t engage?
- How much engagement are you actively generating when your content is shared?
- Are you optimizing your strategy based on feedback, metrics, and previous results?
A related takeaway is that online communities will build walls to keep out social zombies. Within our community, for example, CoPromote uses an algorithm, curating tools, and a community team to reject bad content, block bad creators, and surface our members’ best work. When your content is rejected or does not perform well on CoPromote, it may sting a little but think of it as tough love meant to inspire you to create better content and become a more engaging creator.
As Ovid wrote, and Deanna quoted in her final moments: “Be patient and tough; some day this pain will be useful to you.” Or, you can keep on being a social zombie, pointlessly chasing communities that constantly start fleeing as soon as they spot you stumbling over the horizon.