Social Media Strategy: Listening

Photo credit: Melvin Gaal (Mindsharing.eu) / Foter / CC BY-NC

Social Media Channels Have One Clear Call-to-Action: Post!

When we sign into an account — on a  social media platform or a social media posting tool– there is always the one highlighted window, clear as day, that we are to post and publish, post and send, post and feel good. Many of us have content calendars (editorial strategies) tacked up on the wall where teams of people congregate and participate to ensure that we are delivering effective content at the right time and hopefully, responding and engaging on each platform, but we often overlook what effective content means in light of one’s communication strategies, goals, and priorities.

One Half of the Strategy

Effective content is content that is dynamic, interesting, relevant, timely, engaging, and accurate, AND strategically delivered as a tactic to reach a specific goal. Continue reading

Easy Social Media Strategy Starter

When people tell me they don’t know where to start to build a social media plan, including a larger strategy, I tell them to first create an editorial collage. While this might not seem like the most logical first step (after all, I’m neglecting goals, priorities, platform decisions, etc.), I find it to be the most effective way to build a comprehensive strategy; while people might name “my social media goal is X,” they often don’t know if that goal is social, so it’s best to map out the kinds of content you have to put out on social media and see if that content screams out “This is your goal!” Benefits include: accountability, identifying trends, % of resources, creativity enthusiasm, and forecasting.

First, identify the kinds of content you might post:

1.  Does your content fall into categories (events, discussions, deadlines, questions, etc.)?

2.  Does certain content feel more “real time” than others? (i.e time sensitive)

3.  How many participants will you have posting and responding to social media?

Next, I suggest creating your goals that may resonate after mapping out the kinds of content you have. Continue reading