What to Think About When You Think About Organic Social.

You know that gif of Steve Buscemi where he’s playing an undercover detective on 30 Rock? “How do you do fellow kids.” Or the one of Mr. Burns from the Simpsons where he’s pretending to be a teen? “Ahoy there, Dean.”

Well, the goal in organic social is to not do that. And the best way to keep your posts from feeling like they’re being written by an introvert who’d rather be reading a book is to just lean into your weird.

If you’re going to play around with memes, you have to be conscious of the meme’s shelf date. Memes expire faster than milk. You have to act fast. First thought, best thought. All that. This is difficult to do in larger organizations, especially ones where you have to clear your social posts through legal.

Start by doing what you’d like to see. What feeling do you want to evoke? Informational, aspirational, humorous? Whatever the brief is telling you to do? What would make you stop scrolling for a second? Now take that and think about your audience. Find where you fall in with them and go from there.

At the end of the day, you’re just talking to other people.