Many brands are sitting in a similar social media situation in South Africa. You’ve put in the sweat, tears, budget and time to build yourself a relatively large base of (hopefully) engaged fans over the past few years. For a lot of you, the time comes when you say to yourself or your team – “Surely there is more opportunity in this than just our brand content? We have such a big community that we’ve worked so hard to build! We could really monetise off this.”

When my phone rings and flashes with the name of an industry contact or client that I haven’t heard from in a while, there is a very good chance they are calling to ask me a familiar question. How much is a post on my page worth? What should I be charging? How much will a client/supplier/sponsor pay to take advantage of my (insert impressive reach here) on Facebook or Instagram? Please tell me there is a magic formula (or tool) to calculate this?

To me, it’s such an obvious answer, but the frequency at which I get asked this prompted me to write about it. The short answer is, No – there is no magic formula. But in my humble opinion, the obvious and honest answer is, you (probably) shouldn’t be doing it*. Let’s cover the short answer first..

3 important things to consider:

• Your original objective: When you first jumped onto the social media bandwagon, it’s very likely your strategy outlined all the usuals such as connecting with your customers, building a lifestyle around the product you sell, improving brand positioning, etc etc. Generally, the plan to achieve those strategy goals revolved around creating engaging content that resonates with your audience and provides value. Was using your base as an advertising platform part of your plan? If no, why is it now? Stick to the fundamentals. (If yes, skip to *).
• The medium: This isn’t a magazine, billboard or yellow pages The most important factor in why social media works, is often the most easily forgotten: People aren’t here to see advertising, they are here to be entertained. Whether that entertainment is learning something new, keeping up to date with family and friends, or mindlessly scrolling through their newsfeed on the loo (we know you do it) it’s something that doesn’t annoy. If it does annoy, then un-friend, unlike, move on – they have the choice to do that, remember! Is what you’re wanting to say or advertise, REALLYgoing to entertain them? That survey, product push or “lifestyle piece” from a paying advertiser that’s riddled with calls-to-action? Think about it honestly.
• The audience: The easiest way to visualise a community is to think of “olden day” clubs. Book clubs, Tupperware parties, Whiskey clubs even. Your fans follow your page because there is a common interest either around your product or brand, or the lifestyle it offers. Think of your community as a club. What would you be talking about or interested in hearing on a Friday night if you were part of this club? Would you be happy if the organiser of your book club tried to sell you a Tupperware set while interrupting your conversation about Mr. Grey’s ways? Uh, no.

This all boils down to one crucial point. Social media works when you unashamedly put the benefit and focus on your fans. Although customer centricity is often an annoying marketing term for “Yes, we did a survey”, you have to take it to the next level when creating social media content. Honestly put them, their interests, their desire for something that will ENTERTAIN them first, and the rest will follow.

*DISCLAIMER: To clarify, I’m talking about brand pages here. Bloggers, influencers and the like are often set up to intentionally work in partner with relevant advertisers and clients – and even that’s gone a bit pear-shaped in South Africa (looking at you bloggers who just post paid Press Releases!)

It’s really difficult to get this right and truly build trust in your brand. This is why, traditionally, bloggers wouldn’t get paid as it often affects your credibility and why American influencers need to include FTC disclaimers on sponsored content (topic for another day!). We’re not at that point yet so you can still legally take advantage, but don’t underestimate your fans – most will smell a fake paid sponsorship a mile off.

If you do have a brand that has the opportunity to partner with someone RELEVANT AND VALUABLE , you have to work hard at packaging it in a pretty bow and presenting it with the label “Just for you!” Ultimately, this boils down to the content.

What that content will be is dependent on myriad different factors (your audience, your brand, your partner, the offering), but in short, think of something that would entertain, inform or reward. Some rather obvious ideas – an unbiased review (find the few clients who see the value in honest content), their secret recipe for a best selling dish on the menu, a fan-only offer or experience as a prize – rather than a blatant (but easier to create) ad. The goal here is to “advertise” without letting them know they’re being advertised to. It’s a sub-conscious thing with social media. Easier said than done!

At the end of the day, advertising or exposure on social media platforms should never be an “add-on” or added value to an existing advertising channel. If it’s well-thought out, genuine and properly executed it can work. Again, the important question: Does it really add value TO MY FANS? Is it really interesting? Or are you putting the “bottom-line” first in the one place where it’s achieved without having it on the top of the objectives list.