How do I make social media for (really) boring businesses?

By Justine Daley

“It is what it is.”

Too many content professionals and social media gurus sigh and mutter that phrase. Boring industries are what they are, and that’s just that.

Think again.

Justine Daley is a copywriter at GNGF.

Justine Daley is a copywriter at GNGF.

If you went to Bootcamp Digital’s 2nd Annual Simengage conference and saw Mollie Sadler’s presentation, right now you’re reconsidering just how boring your industry actually is. In just 15 minutes, she explained four things you must think about when creating engaging content for the most boring of topics. And as a Social Media Strategist for lawyers, she certainly knows her stuff.

I sat down with Mollie and asked her the questions you didn’t have time to ask about creating social media for all industries.

What is your biggest challenge when creating social media for your industry?

Mollie: Like many industries, the legal field involves ethics, ethics, ethics, especially when it comes to social media. Because the content in my posts is pretty limited, I have to get creative.

It is also difficult to make the information relatable. With so much jargon and so many technicalities, summarizing it to 140 characters isn’t the simplest feat. Not only that, but think about what you’re competing against: their best friend’s Europe trip pictures and family baby announcements. These are engaging, relatable things because it is about people near and dear to them. This challenge isn’t one that only boring industries are facing, either. 

How do you make your industry relatable?

Mollie: My go-to principle with social media, regardless of industry, is the concept that people hire people. Behind your business are people. Put a face to your business with each and every post. Always find ways to incorporate that into your social media strategies.

What is your biggest piece of advice for finding social media success for a boring industry?

Mollie: My biggest piece of advice… That’s hard! I would have to say that my biggest piece of advice is to look at other brands and see what they’re doing and apply it to yourself. Some have it easy, yes, but they are still making strategic decisions that even the blandest of businesses can apply.