For some companies, the purpose of Social Media and reason to use it is an ongoing debate. Is it simply an avenue to tell customers of the latest sale? Should the Twitter account simply act as the modernized version of collecting comment cards? Or can we instead, use the various Social Media feeds in tandem to do things that are far more interesting?

The fact is, if someone has ‘liked’ or ‘followed’ a company, then they want to see what that company has to say and are willing to have those posts show up in their feed. A human being is paying attention. A great way to keep their attention is to show them something creative and fun.

There is a simple theory that shapes my personal life, as well as my professional work: Any and all creative output is worth doing.

“Output” can refer to anything you want it to. It can be putting pen to paper, brush to canvas, or voice to song. It can be coming up with a fresh advertising campaign that isn’t like anything you’ve tried before. Whatever it is, the measure of success simply comes from the willingness to embrace your creativity.

A personal example for me would be practicing the guitar. I can’t play guitar well, but when I practice I select a few chords and try out a new pattern. Everything from how loud or quiet, how fast or slow, to the pattern of strumming is a creative choice and a small form of self-expression. There is no end game of learning to play at a professional level, and there doesn’t need to be. It is still worth doing.

Professionally, this theory is easily applied to Social Media. There have been a few Brickworks campaigns that aimed to be more creative and entertaining than your average blog post. One campaign involved single page web-comics that showed classic movies getting updated with a, hopefully hilarious, alternate history. The objective was to celebrate Social Media Month. Another campaign was the “Movember Mystery”, which was a mini web-series  in which a puppet detective had to solve the office party murder. There was no precedence for this experiment, and the main objective was simply to spread “Movember” awareness. In both cases, there was just a spark of creativity that we grabbed onto and ran with.

Even when dealing with a new ad campaign, it can be tempting to stick with the usual safe strategy, or rehash an idea that kind of worked before. There are some old ideas that are timeless and there is a reason why they work, but they shouldn’t be used as a crutch. All those people that are subscribed to your social feeds are just waiting to be captivated. Taking a step outside the box and getting crazy with your creative is going to be what resonates with your readers.

The point here is that there doesn’t need to be a new product to push, or a new idea to sell in order to dig into your creativity. Get people involved and have a brainstorm session. Try something new and see what sort of feedback you get. It will be worth doing.