Social Media Has the Power to Confuse or Captivate

Dec 1, 2016, Written by Ashley D'Aubin


Having a social media presence for your business is more than making a Facebook page, using hashtags and posting every now and then. The point is not to keep up appearances, but rather to use your content to build your brand… to tell people about your business and why you’re different from your competitors.

Do me a favor and scroll back through the last two months of posts on your social media platforms. It doesn’t matter if you have one or six. Just take a peek at the content that your company has been sharing. What does it entail?

Some of you may be scrolling with a grin on your face because you are proud of what is displayed. You can confidently say that your content successfully displays your company’s mission/vision, is engaging your target audience and is visually appealing. Pat yourselves on the back.

However, others may feel the opposite. Perhaps as you scroll, you’re feeling embarrassed or let down because you see your posts as confusing rather than captivating. Maybe you are seeing:

  • a wide variety of posts, but zero engagement.
  • too much content.
  • not enough content.
  • typos.
  • lackluster visuals.
  • posts that don’t match your branding.
  • conflicting messages.

5 Ways to Ensure Captivating Social Media Content

The great news is that it’s not too late to captivate. If you have been dormant for months, if you’ve decided to re-direct your company vision, if you realize your recent posts are missing the mark – it is okay. You just simply need to get back on track.


  1. Define your point of difference. What makes you stand out against your competitors? What is different about you as a business compared to everyone else out there? The answers to these questions should not be broad (i.e. “We have great customer service”), but rather specific facets of your business that match your mission/vision.
  2. Define your target audience. Who do you desire to communicate with? What group of people are you seeking out? It’s okay if it is more than one group. It will differ for each business industry. In order to make each post count, you want to be sure that they are directed toward the correct group of individuals you’re trying to reach.
  3. Set aside a budget for social media ads. Social media allows us to communicate with a large group of people. However, with the ever-changing algorithms today, your content’s reach does not go as far as it does when you put a few dollars behind your posts. Allocate some funds for social media ads and boosting posts, this way you can expand your reach and send your posts directly to your target audience.
  4. Create a calendar. It is important to have a plan because it keeps you accountable. Making a monthly calendar and planning out your posts ensures you’re posting the perfect amount for your business. It also keeps your content varied. You may be curating too much of the same content, but aren’t aware.
  5. Create content that points to your difference. When it comes time to actually create, design, write and edit your content, you want to make sure that it aligns with your point of difference. What words do you want to represent your business? What phrases do you want to use that speak to your vision? What things do you guarantee about your product or service? Why should someone choose your business over a competitor? The answers to these questions will provide great ideas for captivating content when it comes to social media posts.

Why Is Social Media Marketing So Important? 

What’s the big deal? Why do you have to do all this?

Yes, it’s true that social media is very important in today’s world. But, even more accurate is that consistent social media is so important. You never know when a potential client’s eyes will glaze over your posts, blogs, Facebook page or Instagram account.

The goal is to curate consistent social media content in order to captivate, not confuse. You don’t want your brand to be associated with the words: complicated, confusing, or difficult to understand. When people think of your business, you want them to think: intentional, purposeful, and captivating.

We are coming up on a new year. This is the perfect time to assess your social media marketing and brainstorm ways to improve it.

Don’t let this post overwhelm you. Yes, social media can be complex… but, we are here to help.

If you know your point of difference, target audience and mission/vision, but you’re looking for help in the are of content creation and social media management, contact [email protected]. We would be happy to sit down and create a social media management proposal for you.

If you aren’t sure what your point of difference is or you’re unsure of the original vision for your business, contact [email protected]. We’d be happy to set up business coaching sessions to help you start from the beginning. We’ll talk through your business vision and point of difference, as well as explore other aspects of your business such as strategies, team management, leadership and marketing.

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Ashley D'Aubin

Ashley graduated from the Manship School of Mass Communication at Louisiana State University in May 2014 with a bachelor’s degree in Public Relations and a minor in Business Administration. She began work at Crossroads full time in June 2015.

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