Social media is great for lots of things, like sharing case studies and the latest merch. It’s also one of the best ways to understand the people you’re trying to sell to. Maybe you’re scoping out a prospect before a pitch or looking for common ground to start a conversation.
Don’t Miss A Thing: SUBSCRIBE To PPAI Newslink
Allison Carter, the editorial director of PR Daily and Ragan.com, says understanding people is key to succeeding in all kinds of communication, whether you’re talking with your boss or a client.
She says to really make your communication break through, you might need to rely on some non-obvious thinking. One way to do this is to use the SIFT model, which Rohit Bhargava shared at Ragan’s Social Media Conference. We share Carter’s takeaways on this model in this issue of PromoPro Daily.
Space. When you’re constantly bombarded by noise and expectations, Carter says it’s hard to forge your own path. Bhargava recommends stepping outside of your usual routine to allow yourself space for unconventional thinking. This might look like eating something new for breakfast or using a map instead of your phone when navigating. These simple, seemingly unimportant changes signal to your brain that today will be different.
Insights. Don’t just listen to your audience on social media. This helps, but you gain so much more by going beyond that. For example, Bhargava suggests stopping by a bookstore and grabbing a magazine that seemingly has no relevance to you. He says he picked up a copy of “Teen Vogue.” Simply by reading something outside of his norm, he was able to see products he didn’t understand and get a glimpse into a world he didn’t know much about.
Focus. Once you’ve collected different ideas and perspectives, Carter recommends thinking of yourself like a museum curator. You’re sifting through thousands of possibilities to find the few that will speak most to your audience and tell a coherent, seamless story. What you see on social media is what people have chosen to show you. Think about what they’ve chosen to exclude or leave in storage. That’s often where you’ll find the real insight.
Twist. Every great story needs a twist, Carter says. It needs a surprise that elevates it or takes the thinking in a totally new direction. This is what turns interesting ideas into great ideas that are remembered for years to come. She says following the SIFT method can help go past the surface-level answers to find the unexpectedly brilliant solutions that understand humans rather than simply talking to them.
When you really pay attention to social media, you can find insights to make your outreach smarter and more human. You don’t have to be louder online or engage constantly. You just have to be thoughtful and look beyond the obvious.
Compiled by Audrey Sellers
Source: Allison Carter is editorial director of PR Daily and Ragan.com.
