At the core of every endeavor is a mission statement, and that mission statement is built on values. What does your company value? What got you started on the crazy adventure of running a business, organization or campaign? The answer to those questions shapes everything you do on a daily basis and can naturally tie into your social strategy too.
One of the signs that you’re not spending enough time on your strategy is a lack of cohesion in “voice.” What does that mean? Content is all over the place and copy sounds like it comes from a multitude of authors instead of a single, confident source. If this scatter-brained approach sounds a bit like you, it’s time to revisit your values and build your approach to social media from there.
How can the mission of your business or organization naturally dovetail with your digital marketing efforts? Here are some examples.
Looking to peel back the curtain and let folks see what’s going on behind the scenes? Social media provides access and dispels secrecy. You can have open and ongoing conversations about changes in staff that might make your followers nervous or a move to a new location that could have some fans bummed out. If part of your mission is to be open and accessible, sharing news and information about yourself is a natural extension of that directive.
Is part of your mission to deliver the best customer service experience possible? Social media has become a go-to destination for fans with customer service questions. A robust approach to monitoring and handling requests in a timely way is a vital part of a sound social strategy. That means making sure you have enough dedicated staff hours to keeping an eye on all of your social platforms and being ready to deal with things like undelivered packages or misplaced orders.
Maybe you’re networking to organize around a social cause, or maybe you just want a way to stay in touch with the many people who visit your store every day. Social networks allow an unprecedented level of connection. If part of your mission is to break out of your silo and engage like minded individuals, businesses or organizations around you, working on social media is a dynamic tool to help you live out that goal.
Those are three big directives that can start to shape the framework of how you approach social media, but don’t forget that the values you practice in person everyday should also be reflected in the way you work on social media. Do you have an office culture built around expressing gratitude towards your co-workers? You can extend that into your social strategy by thanking customers and followers too. If part of your organization’s ethical philosophy involves protecting the privacy of your staff members, that could mean staying far away from content that shines a bright light on employees. If, above all, you value stirring the pot, taking shots at authority figures or subverting the normal order of things, your social strategy should be a direct reflection of that irreverent spirit.So which comes first--the chicken or the egg? Without a strong sense of your values and mission, it’s hard to build a social strategy that accomplishes your goals. If your social strategy is ailing, it might be a sign that you’re not sure exactly what it is you’re trying to communicate to the rest of the world in any medium. Take on the task of defining your values and a social strategy that feels more authentic to you and your followers is sure to follow.
Working in the world of digital marketing today means managing information across a variety of platforms and creating a lot of different content. The competition for the attention of audiences has never been fiercer, and sustaining the attention of your followers can feel like an insurmountable task at times. Are you confident in the kind of content you’re creating? Here are three indispensable elements of great content to make sure you’re delivering what your audience is hungry for.
Can your content live on a day or more past the the moment you share it? Will it be relevant to your readers months down the road? How about years from now? It’s important for the content you share to be timely but when it comes to blogs and vlogs in particular, it’s important to also think in the long term. Everything you publish develops into an archive of your best ideas and practices, so think about sharing content that isn’t just important in the moment. Thinking this way will bring you closer to nailing down your brand’s overall philosophy and vision.
Are you sharing something valuable? Or just racking up an impressive word count as you type away? Creating valuable content means knowing what your audience is looking for and then becoming the best place for them to find it. Think of your content as a resource bank--an important reference point for your customers to learn something important about you or your industry. You don’t have to cover a topic in its entirety (in fact, that would easily overwhelm most readers), so rely on links to other reliable sources to round out the information you’re sharing. The more value followers see in your content, the more likely they are to follow you consistently. A blog with really valuable posts could even turn into a book deal.
This ties into the other two cornerstones for great content because if your content can deliver value over a long period of time, it’s more likely to be shared by your followers. But there are few easy things you can do to ensure your content is prime for sharing across social networks. Writing a catchy headline is just as important as developing the body of your content. It’s the first thing readers see and often determines whether a casual perusal will turn into a deeper read. Can the main ideas of what you’re trying to say be distilled into 140 characters or less? Can you sum up what you’re trying to say in a single image? If not, you might want to take a look at your content to make sure that it’s direct enough to make a quick and lasting impact.
How do you define great content? Tracking the performance of what you share on a regular basis is a great way to refine your approach. Step back, see how many times people engage with a particular item, and then recalibrate your approach to give your audience even more of what they’re looking for.