By Maggie Schneider Huston-Oracle on Aug 04, 2015
“We’ve done a lot to understand who our audience is and what kind of stories they respond to. There’s a style of headline that teases and informs. There’s a way to [create content] that causes people to smile, click, and share in an authentic way.”
That’s how Chris Lee, President of Deseret Digital Media (which owns FamilyShare Network) describes the heart of their content creation. Underpinning their 80 social channels with an audience of over 100 million people is Oracle Social Cloud’s Social Relationship Management (SRM) solution. Social listening is “paramount,” says Mr. Lee. “Content needs to bridge the audience’s needs and the brand message. If you can’t find the bridge, don’t do it.”
Finding the Market for Family-Friendly Content
Social media listening was integrated from the beginning. FamilyShare Network, which is based in Utah, had a hunch that there was an opening in the media market for family-friendly content. They began to see success with stories like “10 Things Men Find Unattractive in Women.” Market research indicated their audience was primarily single parent families. From this knowledge base, they started to curate and create content around the needs of these listeners. They created Facebook pages like “I Love My Family” and curated content from a network of freelance and local writers that support the family-friendly perspective. Social media, according to Mr. Lee, has a lot of click bait and appeals to the “least common denominator. Our audience wants content that feels comfortable in a family environment.”
Creating a “Clean, Well Lit Environment”
From the brand perspective, there was an under-served market as well. Mr. Lee adds, “Clients told us they’re very careful who they work with in the publishing space because of adjacency problems. They don’t want their brand associated with someone that doesn’t craft a ‘clean, well lit environment.’”
Bridging the Gap
By focusing on their passion for families, they’ve created a space that bridges the gap between what consumers want to read and brands want to say. “We talk about practical solutions for family life,” says Mr. Lee. “We find advertisers that want to be in that same conversation. We want to work with them. When we produce content in collaboration with the client, then we win, the client wins and the audience wins.” This bridge has been very successful for FamilyShare Network:
1. FamilyShare Network has the top Facebook page for overall engagement, per a December 2014 analysis of the Digital Publisher Category by Unmetric.com
2. FamilyShare Network generates 2.3 billion social impressions monthly
3. They have 22 million unique visitors per month from around the globe
4. Revenue has grown +85% for the past two years
Judging by some of the comments on their most recent posts, fans are happy too.
“Good article to read :)”
It comes down to that bridge between consumers and brands Mr. Lee spoke of at the beginning. FamilyShare Network used Oracle’s SRM to determine what kind of content consumers wanted, and then worked with brands who want to be involved in that conversation. Everybody wins!