This acronym is something that has stuck with me for years since first seeing it shared on LinkedIn by the folks over at Forrester Research.
For even deeper insights on how social media has come to transform our way of life, please read Groundswell , a terrific book by Charlene Li and Josh Bernoff.
For even more social media page flipping gems, here is a list of my top five social media books.
Now, let’s break things down.
People (P) – who is participating on the social site of choice?
For example, on Facebook I share more day-to-day, in-the-moment type stuff with friends and family.
This seems to fit the flow of Facebook and how a majority of the folks on this social site use it.
My LinkedIn updates relate more to my career and to the folks that share a common professional interest in and find value with what I do for a living.
I’ll also share my blog content over here, as it tends to be more professional in nature.
If you follow me on Instagram, you’ll see and experience a more spontaneous and visual vibe similar to my presence on Facebook.
Yet, there are occasions where I will share branded and more work-related content on both of these platforms.
Staying mindful of how your sharing is received is important.
You can do so by monitoring the likes, comments and shares that may, or may not happen.
So. before hitting “enter”, consider your audience – your desired community.
How will they react to what you share?
What will they take away?
Objectives (O) – what are you looking to accomplish by posting your content?
Perhaps you want to educate people?
Or, simply, to make someone laugh?
On Facebook and Instagram, I share a lot about being a Dad, Volunteer and Toy Photographer.
I do this to let my friends and family know what I’m up to.
I enjoy starting and continuing conversations about fatherhood, helping nonprofits and expressing my fascination with World War Two.
On Twitter, I mostly listen and engage.
I will like, retweet and quote tweets.
If something really interests me, then I will engage deeper by replying to a tweet
I will, on occasion share my blog content on Twitter, as I want to create more awareness of the blog.
My LinkedIn activity centers mostly around my professional interests and growth.
I both listen and interact with social media resources like Sprout Social as well as several nonprofit organizations and will also share my own content – all while interacting with my friends, acquaintances and colleagues around career interests and aspirations.
Strategy (S) – Does what your sharing fall within your social media plan?
Do you have a social media plan?
What is your longer-term approach to using each social site?
Consider here, the call-to-action behind your content: event attendance, website traffic, inbound marketing …
Perhaps it’s about engagement – that desire for a like, comment or share on LinkedIn, Twitter or Facebook.
Or, is it more particular to brand awareness?
Maybe it’s a bit more along the lines of starting a conversation based off someone commenting on your post.
It can be any, or all of the above.
As long as there is an intent.
Technology (T) – on what social platform are you posting?
What site best fits the content?
Each social site has its own tempo and feel.
Consider this when developing your content.
Headers and topics on Facebook will not be perceived the same way on LinkedIn.
Things on Twitter tend to have a shorter shelf life — so be prepared to share the content at-hand more often.
Instagram has a visual first feel and, links can only be shared in your bio.
That said – considering the vibe of the social site at-hand, I base a lot of my content sharing around my bio on each social site.
As you share more across the online ecosystem, be prepared for the possibility of interaction.
This is where the magic happens!
You will start to think more about all of the engagements and conversations related to your social sharing.
You may end up seeking out a different approach towards building your community.
Enjoy the process!
Embrace the journey!
Here’s to more posts!