In working with clients who have a foundational understanding of marketing but don’t really get “social media” yet, I found an easy way to explain it to them.
Informational Versus Conversational
When a post, a topic or a piece of information is added to a website (e.g. A picture of the client working with a celebrity) it is put there for informational purposes. In the case of a celebrity client, it shows that your have credibility and work with important people. Usually the photo with a celebrity has a description under it saying something like “Picture of me with Lebron James at my office. I am assisting him with one of his charities”.
This exact same picture (the client working with a celebrity) is presented in a completely different light in the social media environment. For example - the celebrity, Lebron James - the Facebook post for the picture should read something like “Boy do I feel short when working with Lebron”. This is much more conversational. Or may add some humor by posting, “Lebron told me that I was okay for a short guy.”
Have a great day,