Eleanor Pierce

Four Ways to Stop “We-We-We” Social Media Content

By: Eleanor Pierce | May 22, 2014 | 

Five Ways to Stop “We-We-We” Social Media ContentBy Eleanor Pierce

Sometimes I’m still surprised by the number of brands that spend all their time on social media talking about themselves, and I don’t think that’s exactly fair.

Those of us who live and breathe in this world know it’s tricky to keep an audience’s attention if you’re just speaking French all the time (we, we, we – get it? I stole it from this awesome book I read recently).

Not everyone’s been practicing and thinking about social media content for quite as long as the Spin Sucks community.

But the “don’t talk about yourself all the time” message still hasn’t gotten out, judging by some of the Facebook pages, Twitter feeds, YouTube channels, Google+ pages, and LinkedIn profiles I run across on a daily basis.

Approved Social Media Content

Rather than beat it into peoples’ heads again, I thought I’d provide a list of four things you can do on social media OTHER than talk about yourself.

These will work for a pretty wide array of businesses, whether you’re doing B2B social media, B2C social media, whether you’re big or small.

Here we go!

  1. Talk about what your customers are doingThere’s a good chance your customers are more interesting to your other customers than you are. Share photos of your customers. Tell their storiesB2B? Talk about their successes. Interview one of your clients about a lesson they’ve learned—how they solved a problem your other customers might have—throw it up on your website, and then talk about (and link to) that case study on your social channels. B2C? Show customers using your product. If it’s food, share recipes from your customers. Share the photos they’ve taken of their food. The options are endless.
  2. Dig into the problems you solveNote that this is different than talking about how you are so great at solving the problem. Focus instead on the intricacies of the problem. Do you help people keep their floors clean? Then talk about how much dirt dogs track into the house. And how much dirt really gets into peoples’ carpets. Share studies on the nasty germs we track onto our floors—the very floors our kids play on! (I’m sort of kidding, but not really).
  3. Comment on trendsWhatever world you move in, whether it’s fashion, social media, or baking, there are trends you can comment upon. Fashion: Birkenstocks are backCommunications: Are you on the Instagram bandwagon yetBaking: Seriously, you guys, toast is trendy.
  4. Stop talking and go multi-mediaShare a day-in-the-life video. Share a photo you took while visiting with one of your customers or clients. Put your favorite on-brand quote on a cool photo you took and share that.

Those are just a few ideas to get you started.

What are your favorite ideas for social media content that isn’t all about “we, we, we”?

photo credit: andres.thor via photopin cc

About Eleanor Pierce

Eleanor Pierce is a recovering journalist who can't decide which part of the country to call home. She's happiest when she's reading, though she also really likes writing, baking, dogs, and sarcasm. No, seriously.


Okay, this isn't social media, but I had a client celebrating its 25th anniversary, which is normally a time for a company to be completely me, me, me. Instead, we put together a big, beautiful coffee table-type book with images and stories all focused on their clients. 

Of course, by featuring their awesome clients they were also implicitly saying, "Look how awesome we are that such great companies choose to work with us." But I thought it was bold move. For such occasions, few businesses can resist celebrating themselves with musty old timelines of events that nobody but them cares about.


One of the apps/organizations I am involved in is "Charity Miles." In short, when I run, CM donates ten cents per mile to one of about 25 causes I designate (the $$ come from businesses/sponsors).  I suppose it is inherent in this type of app that the users are the ones talking about it, BUT the way that the sponsors are worked in allows those sponsors to not be all "we we we" and to integrate their cause with us as users. (For example a major health plan was a sponsor for a while and happened to also be doing a golf tournament at the same time, so we users tried to do "18 miles in 18 days" to simulate the golf course .... and each time we tweeted/FB'd/IG'd, that business was part of the content.  That may be straying into other areas than what you intended, but I know it's different from that business going on and on about how wonderful they are or throwing up images of healthy people in a a commercial. They have people doing healthy things, for a great cause, and hopefully creating a win win. 


Thanks for this reminder. I work for a nonprofit and we trying to focus more on the people we serve and our donors. It's not about us. We are just the conduit and caretaker of the donations.

Eleanor Pierce
Eleanor Pierce

@RobBiesenbach Right! I almost called this "nobody cares about your big award," or your big anniversary, or your big whatever. They might care about your story if it's good, but you'll probably have to involve other people in it for it to be interesting. 


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