Social Media Content Strategy
Social Media Content Strategy
Social media can help to create a personal connection between your business and your prospective customers. However, to get the most our of your social media, you need a clear strategy that is firmly based on what goals you want to achieve, who your customers are and what your competition is up to across the social media networks.
To put it simply, everything you do on social networks should be undertaken as part of your overall social media marketing strategy. So, every Tweet, reply, like and comment you make should be aligned with your strategy and should help get you closer to your pre-defined goals. This needn’t be complication, as long as you first off define what you social media strategy should achieve.
What is a social media content strategy?
A social media content strategy is basically an outline of everything you plan to do and want to achieve for your business through the social networks that are a natural fit for your firm. If you already have social media profiles, then your strategy should include an audit of the current state of your social media profiles, your goals for each one in the near future (+6 months), and the tools and content you plan to use to get you where you want to be.
Need a social media audit fast?
The more specific your strategy is, the more effective it is likely to be as you always have the strategy to revert to when you want to measure your success rate. However, a strategy should be concise with a laser-sharp focus on what is needs to achieve for your business.
1. What are your social media goals?
At digitalpact, we believe that the first step in creating a social media strategy is to set clear, achievable objectives.
They must be achievable, if challenging, otherwise you risk spending a lot of time and resources on pursuing goals that you cannot reach. However, once you have agreed on these objectives you are well-placed to react swiftly when social media campaigns fail to meet your expectations. Without a clear set of objectives, you have no way of knowing how successful your work has been and you’ll have no means of achieving a healthy return on your investment.
So what should your goals look like?
Be ambitious. You need to look beyond vanity metrics like retweets or Likes, and instead focus on real-world metrics such as the number of leads you want to generate, how your brand is perceived or how much traffic you can get to come to your site from each network.
Here’s an example to give you the right idea
Let’s say one of your chosen social networks is Instagram. So, your strategy includes key goals for this network such as to share photos that show people what our company and our people are really like.
To achieve this, set yourself the goal of posting 3 photos each week (with at least 25 likes and more than 10 comments in total.
Choose the Social Media Package that’s right for your business
A social media strategy based on your goals, with core social media accounts created and optimised for your business
Ideal for small businesses looking for a robust social media strategy and content creation to build interest across multiple networks
For medium-sized businesses keen to capture more market attention from social media as well as richer content to drive audience engagement
A full-service plan for larger companies seeking a more refined and targetted strategy, and experienced content creators to help develop the conversations that matter
2. Get a social media audit
If you already have a few social media profiles, your next step is to evaluate how each one is helping you (or otherwise) to achieve your company’s goals for social media.
Doing this before you start to flesh out your content strategy will help you identify who is currently following you on social media, which social media recreate yotworks your customers (and prospective customers) already use and how your social media marketing is performing compared to your competitors.
To find out how your social media is doing, order your in-depth social media audit today.
3. What is the purpose of each social media network?
Once you have the results from your social media audit, you are ready to optimise your chosen networks.
Before we look at the set up for your social media profiles, we need to establish a clear focus for each social media profile you have, and figure out how this purpose sits in your overall social media strategy. The best way to start is to create a mission statement for each social media profile:
Example: ‘We will use Facebook to drive lead generation and acquire new customers’.
4. Set-up or Optimise your Profiles
Every social network has a unique audience and your content and strategy needs to treat them differently.
However, to start with, you should make sure that your profiles have all been optimised for SEO as this can really help to boost the amount of traffic they send to you website. Promoting one social profile (say Facebook) on another one (Twitter) can often help you extend the reach of your content and your brand.
Every aspect of your social media profiles should be filled out completely, and remember that Google will penalise you if your company’s address and information is differs from one social media profile to the next – get it all 100% correct to avoid a penalty.
Looking for help in setting up your social media profiles?
At digitalpact, we create content strategies for our clients that answer these key questions:
- What types of content do you intend to post and promote?
- How often can you/will you post content?
- What is your target audience for each type of content?
- Who is going to create your content?
- How are you going to promote your content?
Once we have created a clear overview of your content strategy, we get to work building a social media calendar to help mange all social media activities.
Social Media Calendar
Your calendar should specify the dates and times that you will be posting, what content types you will post, to which networks in line and we make sure your content plan matches the mission statements for each network you’ll be using.
For example, if the purpose of your Facebook profile is to generate leads, you need to make sure you are sharing enough content that actually does generate leads.
What content and when?
digitalpact uses a content matrix to define what share of your profile is dedicated to the different types of posts and content we’ll be using.
Here’s an example from a UK financial services firm:
- 50% of your content will drive visitors back to your blog (to provide people with more useful content and an idea of the company behind the content – that’s you)
- 25% of your content will come from an external source (such as industry news)
- 20% of your content will drive corporate content (content about a problem which the corporate content – i.e. a product – solves)
- 5% of your content will be about your people and culture
In general, the social media rule of three is a useful means of determining the overall purpose of your content and its impact on your social media profiles:
33% of your content should aim to promote your business, convert interest, and generate profits.
33% should share ideas and insights from industry leaders or similar businesses.
33% should be based on personal interactions and should build brand awareness.
Even if this all seems very ‘corporate’ and rigid, there should always be room for spontaneity and fun in the way you engage with your audience, and how you personalise your customer service.
It’s Time to Get Social!
No matter what business you’re in, you can learn a lot from personal social accounts. Engaging with your customers and prospects through ‘personal’ interactions makes your business appear more open and gives it an appealing human side. You could do this by sharing your customers’ stories, liking or retweeting their comments or simply by encouraging colleagues to be brand ambassadors.
Doing this means you’re not just acknowledging your audience, but building an engaged community to help you grow your business.