Content is Key to Social Media Success

Since more than 3.5 billion pieces of content (Web links, news stories, blog posts, notes, photo albums, etc.) are shared each week on Facebook, creating new and repurposing old content is crucial to keeping your audience engaged with your brand and each other, says Stephanie Agresta, EVP and global director of digital strategy, social media at Porter Novelli.  Such content can include job listings, news announcements, ad spots and videos from YouTube.

Facebook content was critical in Aflac’s integrated campaign that raised more than $1 million for charity, says Jon Sullivan, the company’s external communication manager. “Each time a piece of content went up, fans got a reminder. So they would go on again, and share that content with their friends.” Thanks in part to that content, 26,039 fans were joining Aflac's Facebook page each day, or 16 per minute.

CONTACT:

Stephanie Agresta, stephanie.agresta@porternovelli.com;Jon Sullivan, jsullivan@aflac.com.