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BLOGSocial Relevance: Improving Your Signal-to-Noise Ratio

by Randall CraigFiled in: Blog, Blogging, Communication, Make It Happen Tipsheet, Social MediaTagged as: , ,

No one cares about you – they care about how you can solve their problems. Write for your readers.

These two expressions epitomize the most important marketing concept: relevance. How often have you seen a post, picture, tweet, or comment that adds zero value? Or where the signal-to-noise ratio is, well, too noisy?

When it comes to using digital as a professional tool, there is a subtle shift that must happen. Instead of a self (or corporate) focus, the communication must be designed to be user-relevant, and user-focused. It’s true that celebrities (and politicians) often break this rule, but they really would do better if they improved their relevance.

Social relevance isn’t rocket science – here are five tips that can help:

  1. Define the primary and secondary audience for each platform you use.  TikTok attracts a different audience than LinkedIn.
  2. Define the overall goal and the high level messaging that you need each audience to adopt.
  3. Brainstorm on the key information needs of the target audiences. And if you’re not sure, ask. The intersection of this and your goal/messaging should define your overall theme.
  4. Brainstorm specific post topics within this theme.
  5. Seek to engage, not just broadcast. A great barometer of relevance is the degree of engagement. If there are no shares, likes, or comments, you may have missed the mark.


What’s your signal-to-noise ratio? This week, review all of your social posts, using this five-point checklist as your criteria. (Are the posts really written for a targeted audience? Does it appear that there is an underlying goal? Are the topic choices important to the audience? And on a similar theme? Is there engagement?) If the posts are too wide-ranging and diffuse, then start writing for your reader: they will care more about you once you begin solving their problems.

Competitive insight: Reviewing your competitor’s social posts can often give you insight to their marketing strategy: reverse engineering what they have been saying, provides visibility to their priorities and goals.

Postscript: Read the last 60 (or 600) posts of mine at What is my signal-to-noise ratio?

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