Our content strategy at CPI is straightforward. Produce content that’s relevant to our customers and prospects, publish it to the website, and share it on social and in eNewsletters.
What we write about is pretty niche, geared toward educators, healthcare workers, and human services professionals, so our stuff doesn’t often go super berserk on Twitter. It isn’t exactly Twitter’s CFO Misfires With a Private Tweet or These 69 Hilarious Cat Photos Are Gonna Blow Your Mind.
Occasionally we take it by storm, like when the news of Robin Williams’ tragic death went wild, we did a post called Let’s Call It What It Is: Death by Depression. I like to believe that that one was popular not so much because it mentioned Robin Williams, but because my colleague offered some beautiful and important insight into the fact that depression is a disease that can kill—just like cancer or heart disease. We got seven comments on that post (a lot for us), tons of likes and shares on Facebook, a few favorites and retweets on Twitter, and something like 2,638 page views.
Recently we did a post called 5 Things to Do When Someone’s Rude to You. That one got a ton of clicks from our eNewsletters, probably because the title is broader than our usual stuff, which tends to be more specific, along the lines of Stand Up to Bullying With BullyBust! and Workplace Violence: Are You at Risk? OSHA May Think So. Those two posts got 1 retweet and 0 retweets respectively.
That said, even though not all our content gets a ton of engagement, I don’t think it’s conceited to say that our content is outstanding. If you’re a teacher or an administrator or you work in any capacity in a school, our BullyBust post has some very helpful takeaways. And if you have a job in any field, whether you’re on the frontlines of customer service or you’re a CEO of a company, our workplace violence post tells you how to keep your place of employment safe. It just isn’t exactly Which City Should You Live In? or What Classic 80s Comedy Is So the Story of Your Life?
But yesterday a post on bullying went pretty wild for us. It’s about the Diana Award Anti-Bullying Programme, which trains students, parents, and education staff in the UK to put a stop to bullying and harassment in schools.
When researching the post, I came across an interview with Alex Holmes, an advocate from the program, and two teen musicians, Bars and Melody (AKA Leondre Devries and Charlie Lenehan), who are Anti-Bullying Ambassadors for the program and are apparently pretty big, I discovered.
But not realizing that, I dug up the video for their hit song “Hopeful” and embedded it on our post because I thought it was pretty awesome—something educators could share with their students to inspire them not to bully, or to stand up against bullying if they’re victims or bystanders.
I @mentioned the Bars and Melody dudes in my tweet, and the tweet went wild among BAM fans. I got 156 retweets and 324 favorites in 52 minutes. As of now, a day later, that tweet has 262 retweets and 728 favorites. Plus I got 24 new followers. And counting….the notifications are still popping up. And, within five hours we got over 100 sessions on our post about the anti-bullying program, with 11-minute site visits, which is like a century in this era of rampant ADD.
Now I realize that that’s not superviral, but it’s pretty awesome.
And I realize that the teen fans and BAM-NOTICE-ME-PLEASE accounts are not our market. They’re probably not looking for behavior management training. They’re more centered on trying to get Leondre and Charlie to marry them. Which, when you see the video, you’ll admit is a righteous goal. But it’s still cool when anyone takes an interest in our content, because maybe—especially if the #Bambinos’ parents and teachers are teaching them about online conduct—their parents and teachers will come across our site and take an interest.
So here’s how to score hundreds of favorites and RTs:
Accidentally stumble upon something teen girls are crazy about. This sounds like mockery or sarcasm, but I’m not kidding. Girls love to like and share stuff. Imagine if there was an Internet in 1964 and you innocently @mentioned The Beatles.
Use a positive word in capital letters and also words like “Supercool.” I’m not positive that this is effective because I tried it again in a later tweet about this post and got nuttin’, but I suspect that a big happy word in capital letters followed by another positive word helped grab attention.
This seems obvious, but…..@mention people. They and/or their friends, family, fans, and followers will pick it up and share it.
Just as you would with your personal accounts—even if your slant is serious and sensitive like ours—feature (where appropriate) fun stuff that you think is cool. Even if you don’t know if people will love it, or that they already do love it, share it if it’s fun and relevant.
So here’s the video. Awesome message these dudes convey. Great writing from Leondre, who was bullied. And cool video with all kinds of kids getting involved, and showing some pretty sweet dance moves too.
Now please like and share this post and you’ll be guaranteed 12,000 followers.