Monday, March 21, 2022

Social Media: Prioritize QUALITY Over QUANTITY

To quote Matthew Kobach (@mkobach), "Twitter is a key that unlocks thousands of doors, some of which you never even knew existed." As a member of the Twitterverse for nearly 13 years, I always enjoy meeting new people and learning from them. I recently connected with Kim Scaravelli and invited her to appear here on my Blog in a Q&A format. Highlights of our conversation follow a brief introduction.

Kim Scaravelli, B.A., B.Ed., is the author of “Making Words Work: A Practical Guide to Writing Powerful Content.” She is the Founder/CEO of Trust Communications (, Managing Partner of the Canadian Diversity Initiative (, and an award-winning content strategist with 20+ years of practical experience. Kim's writing appears on more than 400 corporate and nonprofit websites across Canada, the United States, and Europe. She is also a keynote speaker, mom, and butler to several demanding pets. You can follow her on Twitter (, Instagram (, and LinkedIn (

QUESTION: Many people remember the famous OREO Tweet during the 2013 Super Bowl. With that in mind, what's your favorite social media marketing campaign?
KIM SCARAVELLI: I liked Dove’s #PassTheCrown campaign. As with past campaigns, Dove leaned into strong core values of positive body image and inclusivity. Hard to argue with that. I also got a kick out of the #RIPeanut campaign. Humour is a hard thing to pull off and it was risky to kill an icon like Mr. Peanut, but it worked for them! Made me smile and I actually DID pick up a container of peanuts at the grocery store, which I had not done in a very long time.

QUESTION: What is your favorite social media platform or platforms for brand-building, and why?
KIM SCARAVELLI: I love this question because it aligns with my belief that social media is best used for long-term goals, like brand-building, rather than short-term objectives, like trying to boost sales for the month or the quarter.

Social lets you speak to your audience so directly and authentically that it’s an ideal way to engage and build trust with people. With that in mind, the ideal social media platform depends on the brand and the objectives. Personally, because I'm a writer by trade, I adore Twitter! It allows me to lean into my strengths and play with words. That said, if I were a chef, I might be more inclined to focus on Instagram, because food is so deliciously visual.

The key is to find the most natural ‘fit’ because it makes long-term effort easier and more fun, and thereby more sustainable. I’m not saying you can’t be on multiple platforms, but I do think most smaller brands, and even many larger ones, need to have a favourite that they can really dig into.

TWEET THIS: Social media is best used for long-term goals, like brand-building, rather than short-term objectives. -@KimScaravelli #SMTIP #brandexperience #DebbieLaskeysBlog

QUESTION: What are your three tips for creating excellent content?
KIM SCARAVELLI: My number one tip is to BE HELPFUL. Content that answers a question or solves a problem is always a winner. No one cares about features and benefits - they care about HOW those features and benefits serve them and their needs.

My second tip is to CHOOSE CLEAR OVER CLEVER. If you can be both - fantastic. But the purpose of content is to inform, educate, and/or entertain. All of these goals can be reached as long as your communication is clear. Clever is an add-on.

My last tip is to EDIT. EDIT. EDIT. Powerful content is almost always created through repeated editing. It is very rare for thoughts and ideas to land on the page perfectly formed.

QUESTION: Many CEO’s and leadership teams question how to track ROI when the topic of social media is raised. What social metrics do you measure and why, and how often?
KIM SCARAVELLI: I am obsessed with engagement numbers. I check them monthly and I also check engagement rates for competitors, so I have accurate benchmarks. Engagement is how you know you’ve made real connections, so it’s the bomb. That said, I don’t make massive corrections based on what I see happening. Sometimes, things need time to heat up. When it comes to social media strategies, I believe you should stay the course, but make small tweaks based on the numbers you’re seeing. Continual improvements are the way to go.

QUESTION: Blogs are easy and inexpensive marketing tools to promote experts and expertise. What five ways do you recommend generating content on a regular basis?
KIM SCARAVELLI: I believe in strategy:
1. Figure out who your ideal audience is. Hone in on their needs and wants.
2. Choose topics based on that audience.
3. Now create topic clusters. (One main topic that’s BIG to your audience, with 3-5 smaller, related topics.)
4. Decide how much time you can commit to blogging each month, realistically.
5. Now make a schedule that prioritizes one piece that’s a deep dive into the main topic, with subsequent easier content covering the smaller topics.

Prioritize quality over quantity. By starting with the most authority-building, valuable piece, you have a strong foundation. After that, it’s about staying on schedule!

QUESTION: Some experts recommend that you should add one new social platform each year. If you agree with this, which one will you add to your marketing arsenal this year, and why? And if you stop using one, which one, and why?
KIM SCARAVELLI: I disagree. When it comes to social, each brand is unique. And there is a point where you may simply be spreading yourself too thin. I recommend being on 2-3 platforms. Master them. Don’t give in to the pressure to be everywhere.

Professionally, I ventured into Clubhouse in 2021, but it really wasn’t my thing. I didn’t feel comfortable or productive there, so I gave it up. Couldn’t see the benefits for myself. That said, I’m sure it works for lots of other folks. There’s no shame in taking a pass on things now and then.

TWEET THIS: When it comes to social, each brand is unique. -@KimScaravelli #socialmediamarketing #DebbieLaskeysBlog

My thanks to Kim for sharing her inspiring social media insights and for appearing here on my Blog.

Image Credit: Wordswag.

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