Social Media

1.8

Be aligned

Social media is a two-way conversation. Part of it is driven from the ‘bottom up’ with millions of people all over the world active online. However, your approach to social media needs to be ‘top down’ – driven by a clear strategy – and aligned with the rest of your business.

Your social media strategy will only make an impact on your bottom line results by being part of your broader business plan. Once you have a clear idea of your brand you can create an overall marketing strategy and from that create a digital marketing campaign.

Your social media strategy sits within and alongside this marketing strategy. It should be aligned with your business rather than created in response to one specific social media platform. Of course, the digital world is very fast moving. Every day something is happening on social media and by the end of next year there will be new social media platforms you have never heard of. It’s tempting to just act quickly every time a new app appears, but hold back and always keep aligned with your overall strategy. It is better to be a slow adopter of technology than to produce poor content that puts off potential customers.

one minute wonder Start by thinking about the top five sites which would be useful to you immediately. Then consider how you can achieve a balance between activity around sharing articles and expertise, product-centric posts, reviews, images and videos and how this all fits within your broader business strategy.

Have your brand strategy in place first before you begin your social media campaign.

1.9

Take an inventory

When someone clicks on your account on a social media channel you want them to find interesting content and keep browsing. Then you want them ideally to click on links to your website and other social media accounts. To achieve this you need to be interesting and relevant.

Do you have the knowhow and resources to post a lot of content frequently and consistently? You’ll need to.

What content do you have available right now? Unless you are starting a business from scratch you probably already have a lot of content out there that is usable but just in the wrong form. Check for any existing videos about your organization, product or even employees. It doesn’t matter if they are too long or dull for social media. You may be able to steal extracts or images and edit them into a different form. What about doing a mash-up of photos or bits of video to fun music?

Have you ever done any podcasts or written white papers? Have you taken photographs for annual reports or brochures? You probably already have more content than you realize. What about articles journalists have written about you? Do you have any testimonials from happy customers? Gather them all up.

one minute wonder Keep an ongoing database of your assets. Inventory them on a spreadsheet with headings divided up by topic and type, e.g. photograph, video, etc. Decide where you will use the content. Put an editorial calendar in place with clear deadlines.

Inventory your assets and see what you can revamp, edit and leverage into content for social media. If it is not suitable for now, simply archive it. Even that 1970s film of the employees in old-fashioned clothes may be fun to pull out for the anniversary of the founding of the company. You’re only limited by your own creativity and imagination.

Inventory your assets and see what is usable for multimedia content.

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