I sell fruit but you might like these socks.


Social Media is no different than any other marketing channel. It should be focused on your brand, product, or service. In some way.

And that’s where we get stuck. Social Media forces us to think about our audience interests, our industry, related topics and categories, and even current news and events. It’s our job to decide what stories, information and memes fit our brand and how far afield we should cast our net in an effort to grab attention.


If social media posts were like products on a market shelf, we would find that some brands are running a convenience store, with aspirations of becoming Walmart. They stock everything. They post anything. Their messages sometimes seem related but sometimes seem random or obscure.

On social media at least, these brands may no longer come to represent the brand and its mission. Instead the distraction of unrelated messages causes a disconnect and the audience loses focus on what the brand can do for them. At this point they are simply taking up space, or worse.

And…we all do it to some extent. It’s unavoidable. The best we can do, just like all strategies, is to continually come back to our foundation and to center ourselves in order to speak from a place that matters.

Most of us have a sense of how our audience views our brand, and we try to model our social media presence accordingly. But this isn’t always an easy task. There are brands that have a more difficult time pinpointing the appropriate message because they do have a more diverse set of products and services –and so their audiences have varied interests and needs.

It might help, in bringing things back to center, to think of your brand using our store analogy. What is on the store shelves right now? What do people expect to see on the shelves?

When people buy your product or service how does it fit into their world? Which topics are relevant, not relevant, or very low priority?

And more importantly, what DON’T they expect to see on those shelves? What would make them stop and think they might be in the wrong aisle or the wrong store? Or worse, that management might be a little loopy? Is your post truly relevant to your audience?

Are you causing your audience to spend those first few milliseconds deciding if they want to read more, or are they spending it wondering why you’re posting about socks when they look to you for fruits and veggies?