Due to the pandemic, social media usage has skyrocketed.

At the same time, click and engagement rates have dropped.


And what can you do to ensure that your social media program is actually connecting with customers and prospects?

For his SEJ eSummit session, Jay Baer, ​​founder of Convince & Convert, introduced the TV network framework that he and his consulting team use to help the world's largest brands stay on track with their social media.

It also covered the three types of shows you need to produce in the social arena during these COVID-19 times.

Here is a summary of his presentation.

Think like a television station

The competition is tougher than ever.


Read on below

In response, most marketers do more and push harder.

We're creating more content and posting more on social media.

The reality, however, is that we are opting for this approach. Sometimes that doesn't feel so good for our prospects and customers.

This is what they probably feel like when you push something too hard.

A + for message consistency and call to action. Lower notes for subtlety.

This is what it feels like to your customers when you are a little too strong.

But you don't have to do that.

There is another way.

You won't be able to put more pressure or spend more.

To be successful with social media (or search), your customers and fans need to help make it spread.

The best way to get attention is to have your customers do it for you.


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But there are a couple of things that have to happen for this to work.

How do you actually do that

How to get people to pay attention to your social media content

It has to be someone's all time favorite

If you want to create any kind of content, it has to be the absolute favorite thing of its kind in the world.

The problem with most social and search content is that it tries to keep too many people happy.

We everything tell us the same lie.

"The reason no one looks at me on social media is because they just don't have the time."

That is not true.

It is not the time.

When you give someone what they want in the format they prefer and give it to them when they need it, the time it takes to magically consume that thing appears.

Relevance creates time and attention.

"What is the perfect content for a specific audience?" is a better strategy than "what is good content for a wider audience?"

It has to be found and consumed

We are all fighting against the same algorithms.

To counter this, we need to ensure that our content can be found by our customers.

Lots of social media posts reach 1% of your target audience – or less.

If 100,000 people like your Facebook Page and you post a post, in almost all cases fewer than a thousand will see it.

How do you fight it?

Think like a TV network and create shows

You need to stop random acts on social media and create shows that you can post on a consistent basis.

The advantages?

  • Efficiency in content creation and promotion: If you do similar things over and over again, you will get faster and better at it, and become more efficient over time.
  • Target group discovery and attitude: If you do the same type of work on social networks repeatedly, your audience will notice and tune in – which is not possible if you approach social media from a random point of view.
  • Algorithm advantage: Because your audience will find it, it will be engrossed. That tells the algorithms and social media that what you post has value and, as a result, they will show it to more people.
  • Downstream memorability and awareness: It is unlikely that anything will ever break through. Sometimes things go viral. But usually not. If you keep doing the same thing over and over, it will eventually start to take root.
  • Repetition of CTAs.

Here are the ingredients of a social media show:

  • Consistent target group (s): You try to reach the same people and the same types of people every time.
  • Consistent formats: A show is a show in that it is performed and produced in the same way. It's either a podcast, a video show, an e-book, a series of interviews on Facebook, etc. It's not an interview one day and an interactive quiz the next.
  • Consistent distribution, windows and reinforcement: If you want to have an episodic show, publish it consistently at a specific time (e.g., Wednesdays at 2:00 p.m.). You'll also want to amplify it in the same way (e.g., two organic tweets promoting the episode and a paid Instagram post).
  • Consistent calls to action: They are asking the audience to do the same every time they engage with that particular type of social media content.


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3 Types of Social Media Shows You Can Create

There are three types of shows you can create right now.

1. Binge-Worthy Shows

This is the episodic, consistent execution, much like we see it on TV.

What they are

  • Usually at the top of the funnel content: It's not necessarily about your products or services, but rather more entertainment-oriented and broader content.
  • Often video or audio: These can be video series on YouTube, LinkedIn, Facebook or IGTV as well as a podcast.
  • High production value.
  • Often weekly.
  • CTA = subscribe.


Oracle Marketing Clouds On the Fly, produced by Convince & Convert, is a video series of little marketing advice and training from marketers delivered on the go.

Another example is Bear's weekly marketing podcast Social Pros.

Social benefits

On the show, he interviews a guest who either manages social media for a major brand or has brought expertise and advice to the world of social media.


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2. Special events

On TV, this would be the Emmys or Grammys, a special broadcast lookback, etc.

It is a special program that is carried out once or for a short time.

In marketing, this can be a webinar, e-book, or report.

What they are

  • Usually in the middle of the funnel: it consists of equal parts entertainment and information.
  • Often white papers, reports, webinars.
  • Highest production value.
  • Monthly or quarterly.
  • CTA = Download or Register: You collect data from prospects to create a lead and move it further down the funnel.


Webinars will be held on the podium on topics that could be valuable to potential customers.

Podium webinar

3. News & Updates

NBC, ABC, CNN and other networks all have news.


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These are the regular updates you have on social media – which most people do.

They only have this type of show and that is the wrong approach.

What they are

  • Usually medium to low funnel (most similar to email).
  • Often short articles, product announcements, time-based content.
  • Lowest production value.
  • Every day.
  • CTA = Stay up to date or click through to a specific website.

This is how you keep track of things

To do this, you want to make sure that you are creating all three types of shows and that you are doing your calls to action on purpose.

Baer recommends using a content execution letter to keep track of things.

Content execution description 1Get More From Social Media: Why You Need To Think Like A TV Station

3 Food Stands: How To Get People To Pay Attention

To find success on social media these days, here are some key pointers to keep in mind:


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  • Specifically, in order to get attention, you don't get broad.
  • Random social media rarely works. Customers and algorithms want consistency.
  • Use three types of shows to add order and effectiveness to your social media program.

Check out this presentation

You can now watch the video of Baer's full presentation from SEJ eSummit.

Get More From Social Media: Why You Need To Think Like A TV Station

More resources:

Photo credit

Featured image: Paulo Bobita
All screenshots by the author, September 2020


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