How to create a strategy that last longer than an algorithm change?
Updated: Sep 19, 2018
Is it possible to create a content and social media strategy that lasts longer than the algorithms change and longer than a social media platform last?
Of course it is. The good news is that it’s about one word, the bad part about it? That word is probably one of the toughest questions to get. We’re talking about the question; Why?
Every single corporation on the planet, even our own careers, function on three levels:
1. What we do
For a company it’s the product they sell or the service they offer. For an individual, it is our job title or roles.
2. How we do it A company’s unique selling point, what distinguish them from their competitors. For an individual, it’s our strengths and values.
3. Why we do it Very few people and companies can clearly articulate “Why they do what they do”. This is your company’s cause and belief and it gives the employees a clear answer to the question “Why do you get out of bed every morning?” Bear in mind that making money is not a Why, it’s a result of what we do.
This simple idea is The Golden Circle, a concept discovered by optimist and author Simon Sinek.
The answer to the question Why is what inspires us. And why are you on social media? Most of us would say; to get inspiration. As a digital content maker, all we want is to produce content that becomes that source of inspiration.
The problem though is that most companies starts with “What we do”, and then they never really get to the “why”. The “What and How” are the facts and figures of a company. These numbers and information will all make rational sense, but it won’t inspire us as individuals to take action and people don’t make decisions only based on facts and figures.
If you instead focus on your “Why” and communicate your purpose or cause first, you communicate in a way that drives decision-making and behaviour. The “Why and How” speaks to the part of our brain, the limbic brain, that is responsible for all feelings, like trust and loyalty.
If you really put focus in figuring out your Why and nail that, you will get loyal followers and customers that really knows who you are. And you will have a base that is built on trust - and that will make you last longer than any algorithm.