One of the great things about social media is how quickly an idea can spread via truly 'social' tools and networks.  But even though it's becoming easier every day to share social media content, you still need to create content that people WANT to share.

Here's a great example I saw this morning.  This post on The Bespoke Wedding Company's blog lists '10 Things We Do on a Wedding Day'.  Now I'm sure the company thought this post would be a great way to give readers a 'behind the scenes' look at what they do during a typical wedding, which at the same time would act as a promotional tool for their company.

But if you are reading this blog, do you really care what this company does during YOUR wedding day?  Or do you want to know HOW they will give YOU the perfect wedding?

What if this post's focus was changed, and instead the post was 'Ten Steps to Creating the Storybook Wedding You've Always Dreamed Of'?  THAT makes the post MUCH more valuable to anyone that's in the market for a wedding planner.  Which, indirectly, also makes the post much more valuable for The Bespoke Wedding Company, because it means that more people will share the post, and link to it via social media sites and tools.  It also helps establish the company's expertise, as being one that CAN create the perfect storybook wedding for its clients! 

So if your company wants to make its social media content more shareable, first position it from your customer's point of view.  What's the BIG IDEA that's important to the people you are trying to reach?  Do your blog readers care about what YOU do during the typical wedding, or do they want to know how YOU will create the PERFECT wedding for THEM? 

Focus on creating valuable content, and it will be shared more often!

August 18, 2009

Mack Collier is a social media consultant, trainer and speaker. He has been actively immersed in social media since 2005, and in that time, has helped advise, teach and consult with businesses of all shapes and sizes on how they can better connect with their customers via these amazing tools and sites. While being passionate about the social media space, what truly excites Mack is the human connections that can result from the proper use of these social tools. His motto is "Don't focus on the tools, focus on the connections that the tools help facilitate." His goal is to help his clients create those connections with their customers, and nuture them into relationships that help grow their bottom line.

His social media 'homebase' is The Viral Garden, which in 3 years time Mack has grown into an influential marketing/social media blog with a monthly readership of over 175,000. He is also a frequent contributor to the website Marketing Profs, as well as the marketing blog Daily Fix, and small business blog Search Engine Guide. His writings have been referenced in several mainstream publications and websites, including The Washington Post,, Ad Age, CNET, and The Boston Globe.

Mack is also a requested speaker and has presented at some of the top social media conferences and events, including South By Southwest Interactive, Marketing Profs Digital Marketing Mixer, and Small Business Marketing Unleashed. He is also passionate about teaching companies how to use social media sites and tools more effectively, and offers training and seminars privately to companies, in addition to his public speaking schedule.

You can learn more information about Mack's social media training and consulting services here. If you need a social media speaker for your event, or want to know where Mack will be speaking next, click here. If you want to email Mack, click here.

Mack wrote this bio. The third-person thingie is just for fun.


This is a good idea and a good guide for web content writing. This is another great insight of how you will write and think of contents for your site.

Thanks for sharing this with us Mack.

Thanks, Mack. This article was very useful, though the point expressed is pretty much obvious. It's something like all those "a-good-beginning-makes-half-a-story" idiomatic wisdom, you know. moving estimates - moving companies

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