Delivering information that is rich in value must be something that we all strive to do during our interactions on social media. The more value we can deliver, the greater benefit that we can expect to be derived by our audience.
What is Value?
In simple terms value is the regard that something is held to deserve; the importance, worth, or usefulness of something.
Determining the value of information is easy. Just ask yourself this series of questions to which the answers you come up with will determine its value.
Is the information I am about to deliver important?
Is it worthwhile?
Is the information useful?
Honestly, from your perspective, yes to all will normally be a given response but here is where the twist comes in. Ask yourself those same questions, but add the following to your question:
…to my audience.
What has value to you may not have any worth at all to your audience and that is where you need to target all your information…your audience.
Breakdown that even further and realize that your audience may change from post to post. You may be targeting your own members in one post, the community at large in another, a defined neighborhood in the next. No matter where you are directing the information, the end value must be with your audience.
Police and law enforcement agencies will never run out of information that can be provided to your audience that is high value. The secret to having that information shared, believed, and actioned lies in the relative value to your audience.
Increasing Your Audience Value
1. Survey your audience by asking them specific questions regarding what is
important to them.
2. Mark your posts specific to your audience (members, renters, home owners,
3. Analyze your own crime data and provide information to help prepare and
insulate your audience from crimes (B&E’s, theft from auto, robberies).
4. Know what platforms your audience is using and engage with them there.
5. LISTEN to what your audience is talking about.
Without a doubt, the fifth point is the most important. There is no greater value available than delivering exactly what your audience is talking about, concerned about, and already asking for information.
Adding Depth to the Value
1. Video – under one minute. The closer to 15-30 seconds, the better. If you can
say, show the information in 10 seconds, do it.
2. Photographs – a picture tells a thousand words. Snap a pic of an intersection
and then provide verbiage of the dangers there. Again, here you have different
audiences – peds, divers, cyclists.
3. Answer questions from your audience publicly. If Jane Doe asks a question then
answer the question for everyone to see…kind of like Dear Abby.
4. Share what your audience is doing. When an event is happening in your
community, share what they are doing, not what you are doing from their
5. Take the focus off you…put it on them.