What social media and Sisyphus have to do with each other

Merel van Leeuwen

Merel van Leeuwen


E-mail:<a href="mailto: merel@brightlot.nl"> merel@brightlot.nl</a>

BOE 👻 Do we have your attention? On social media it is really a huge fight to conquer it. Our social media era is characterized by the content shock. There is such a huge amount of content, we can’t keep up with it anymore. Attracting attention is the essential first step of a good social media strategy. But of course you cannot start every message with a screaming ghost. How do you go about it?

First a little bit of expectation management. The content shock literally means that there is so much content that it can no longer be processed by us humans. Shocking, but true: making social media work, especially when we talk about organic reach, is a bit à la Sisyphus. You know, that mythical figure, who has to push up a boulder as punishment from the gods. Whenever the rock is up, it falls down and everything starts all over again – an impossible task.


Positive much? No, not really, but it is also becoming increasingly difficult to reach the right target group organically (not paid). Difficult, but fortunately not impossible – we already said: a bit à la Sisyphus. With the right strategy you can achieve a lot and then the question becomes: what is the right strategy?

We already reveal: it is not an easy fix. A good strategy is not about you. It’s not about your product, nor about your company. No mercy for a selfish attitude, because you will feel that on your channels. We call it ‘selfish’ here on purpose, because that’s not something you like to associate yourself with. Still, you will be amazed at how quickly we all fall into this. How quickly we are sending our offer or our service, without thinking about whether someone is waiting for it. With ‘selfish’ we give it a stamp that you would like to get rid of. Tough love, but that’s how we force you to think about what works.

Social media: Don’t
Stop. With. Send. We cannot make it any clearer. No one is waiting for just pushing your offer through people’s throats. And whether it is a strategy, that is also doubtful.

Social media: Do
Think about who your target audience is and what is going on with them. When you know that, you can create content that your target audience really finds interesting. That sounds logical, but in practice it sometimes turns out to be scary. It may just be that you post a post that does not directly benefit you. You are not referring to yourself or trying to sell anything. The focus is now on the indirect way of achieving your goal. As soon as someone thinks: hey, that’s interesting / useful / funny / fill in, then you’re good. A positive feeling arises and that is what a good strategy is all about. We cannot guarantee you anything, but what could happen: you get more interaction with your posts, people tip your channel to other people so that your followers and your reach can grow, and you create an authentic and familiar feeling. As soon as you knock on the door with an offer or a service, then you are not one of those screaming ghosts who ask for attention, but a familiar face. Who are you more likely to buy something from?

PS Isn’t using a good strategy so that you reach your goal in the end just pure selfishness? That’s a nice philosophical issue for another moment;-)