Understanding the assignment: “Just snap a few pics for social”
Can we talk about understanding the assignment?
Many of you have heard my spiel about handling the request: “Oh, could you just snap a few photos for social?”
In corporate communications land, hardly anyone understands the assignment when this request comes.
I cannot tell you how many times I’ve seen otherwise totally competent communicators, sneak up the side of a packed auditorium, stand way too far away for a good photo and then snap one or two terrible pictures before running back to their seat like they just walked across hot coals barefoot while assembling a piece of IKEA furniture blindfolded.
Insert face palm here.
There is a disconnect amongst corporate communicators between “what is good for social” and “what I personally feel comfortable doing.” And it’s a disconnect that is easily solved with a two-prong approach:
Communicators need to be trained about what works on social. Without a good understanding of why the visuals matter so much and what makes a GOOD visual for social, how can you expect communicators to try to emulate good?
Communicators need to understand the assignment. The assignment is NOT to check the box and “get a few pics for social.” Then goal is to create the most engaging, coolest, attention-grabbing content they can – which definitely is not a photo of the backs of people’s heads.
If you want a good example of understanding the assignment, look no further than blue collar work crews doing projects. I stumbled upon this online trend the other day, and I have to say, I am totally here for it. Crews doing construction work, installing HVAC units and doing other outdoor jobs totally understand the assignment and are crushing it on social.
The general trend is that contractors will post something like “Boss: Make sure you take some job site pics” and then the subsequent montage of funny job site photos rolls by – almost always backed by the Blackeyed Peas’ song “Imma Be.”
Here are some examples (warning, your feed will be flooded with these if you watch!)
These short videos are insanely entertaining, funny and original. They allow crews to show their endless creativity (and have some fun on the job). They are attention-grabbing and dynamic. They are great social content. None of these folks are trained communicators, but they are doing a better job than many corporate communicators out there.
Remember: If you are asked to “just snap a few pics for social,” make them the best possible pics for social – not just the two pictures you were embarrassed to take.