The Three Social Media Diamonds in the Digital Rough

Social media is one of the most effective platforms to spread content for individuals, celebrities, businesses, and journalists.  Twitter is the site I turn to whenever I hear about sports or national news related.  ESPN creates reports based on tweets from Adam Schefter and Adrian Wojnarowski, CNN creates reports based on tweets from politicians and government officials, and both large and small businesses/organizations now realize that social media is a platform to sell products, generate leads, and build their brands.  Social media can also be extremely helpful for websites/blogs that earn a revenue on boosting users and conversions.

There are three websites/blogs that, in my opinion, utilize social media platforms in successful ways:

  1. Spotify

Spotify is a subscription-based music provider.  They provide content about new music being released and specifically how to sign up for a subscription for their services.  I believe they use Facebook, Twitter, and Instagram.  I think they share their content better than others because they use influencers… like Def Leppard (below)… to promote their company/website.


I think the content they share is better than other music providers because they are constantly sharing deals for students or families.  The current campaign they have running posts 15-20 second videos from well-known artists.  I think I like this more because it provides clear information in a compact post.

2. Bleacher Report

Bleacher Report shares content specific to sports-related news and they mix in some pop culture.  I believe they share their content on Facebook, Twitter, Instagram, and Snapchat.  I think I enjoy how they share their content more than other sports news outlets because they don’t spam you with the same information from multiple accounts like some others do (ESPN, SportsCenter, etc.).  In my opinion, they also convey humor better than ESPN and other news sources.


I think how this content is shared affects how I like, share, or click on it because I like connecting humor with sports.  I also think they share content that is interesting and not as “fluffy” as their competitors’ content.

3. The Dodo

The Dodo is a feel-good website/blog that posts heroic and heartwarming stories about animals of all kinds.  From adoption videos to a story about a dog saving his owner from a fire, The Dodo is successful in making people pause from their stressful lives and remember that there is good in this world.  I believe they mostly share on Facebook, however they might use Instagram and Twitter, as well.


I believe they are successful in their content because most people enjoy stories about animals.  Their content appeals to people’s emotions and that will sometimes cause them to like or share more than other content such as divisive political memes.  I think when The Dodo switches from a news article to a video, it provides diverse options for their followers.

In total, I’m not sure if there is any one specific way to share content.  I think all digital marketing is trial and error.  Even for the most experienced marketers, social media is a process.  In order to become successful, you need to be persistent and believe in the content you are sharing.

The Three Social Media Diamonds in the Digital Rough

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