Quality Content is Not Enough

Want success on the social networks? Everyone tells you to write compelling, quality pieces that will appear to like-minded social users. “Digg Bait” is writing so that it appeals exactly to the “Digg mind” and by doing that you will have massive success on the social networks, including Digg. This statement is only about half correct, quality content is nothing without the promotion.

It doesn’t matter how good the piece that you created is, it just won’t become popular without promoting it correctly throughout the social networks. Try it yourself, spend a whole week creating some study that is tech-related which social geeks (like me) will love. Then submit it to the networks and watch what happens…nothing.

The reason behind that is they are called social networks for a reason and you need a bunch of people to take interest in your story before it will go out and spread into the wider community.
You need to build a list of “friends” that will help give your article a push into “view”. Without enough votes, thumbs up, Diggs, stumbles or whatever, people will not see your creation, and it will be an absolute waste.
Building up a good network of “friends”, takes time and a lot of effort, many of the successful social media marketers I know participate in their networks full time. It’s not something that you can start and then have some success a day later.

Successful social media marketers have put the effort in, consistently and now have their own networks of several hundred to several thousand people. When they submit an article to the social networks, it gets a lot of attention because of their following. An article submitted by an established social media marketer will attract dozens of “votes” without ever even having to ask, this will propel the article into view and it will start to the gain traction organically. From then it will more than likely hit the “popular page” of one or more social networks, attracting tens of thousands of visitors.

On the flip side, the power of an integrated social networker can get an under par article onto the “popular” page of a social network. This is because their loyal following will vote for the story almost habitually and not even consider rating the story negatively. It’s a strange phenomenon, where your loyal followers will support you almost blindly no matter what the quality of your work.

That’s not to say any old garbage will do well, the piece needs to have some good qualities otherwise people outside their network will destroy the article’s chance of success.

The moral of the story: If you want success, build your network. Otherwise, try and convince an active social media marketer with some influence to bump-start your story.

One thought on “Quality Content is Not Enough

  1. Hey Ping Pong,

    Funny to see this, as I wrote a similar piece very recently (linked from my name) and Lee Dodd also did on in February: http://www.toprankblog.com/2007/02/5-tips-for-content-distribution-networks/

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