Social Media Content Plan: How to Take Control in 2021

Social Media Content Plan: How to Take Control:

Afraid that the end of cookies will make it more difficult to track audience behavior on social media? Not sure your business needs time for TikTok? Are you wondering if misinformation and declining user trust make social media an unsafe place for your brand? You are not alone.

Social media can be hard to break. Rules, opportunities, audiences, and value propositions vary greatly from channel to channel and are subject to change without notice.

The only thing you can do to solve social media problems is a channel plan, an advanced guideline on how your brand manages its content on these evolving platforms. It also describes what you can (and cannot) hope to achieve.

think exactly

Many brands mistakenly assume that they need to distribute content anywhere, anytime to maximize reach. But posting your brand across all social media, fashion news sites, and video platforms isn’t a channel plan. It does not take into consideration who reaches it, how it can be affected or how the impact can affect the business.

Remember: your content marketing strategy should define your social media marketing strategy. Evaluate each social channel based on your business goals and audience needs. Turn this overview into a trading plan so everyone on your team knows where, when, what to put in each channel, and what their efforts should be.

make informed decisions

The channel planning process involves three steps:

(1) understand the platform’s value proposition,

(2) use branding for engagement, and

(3) ensure that all team members follow the same guidelines. Let’s take a look at them all.

1. Value propositions for social media channels

Each channel preference and community engagement play an important role in determining if your content is right for you. Your audience might be open to interacting with your brand in a Twitter chat, but keep Snapchat for personal conversations. Long official content can work well on LinkedIn or Medium, while memes, mashups, and captions are better suited for platforms like Instagram.

It is important to know the characteristics of each channel and its community before joining the conversation. Use these helpful tips from Aaron Agius as an introduction to personalized content in the best distribution channel to achieve your brand goals.

2. Use case for social channels

With a small list of available channels, you can assign existing content assets to the most appropriate distribution channels. Consider the content your audience expects, determine if you live up to expectations, and evaluate the potential of your efforts to deliver meaningful business results.

Answer these questions (adapted from CMI’s Social Media Survival Guide) to decide if a channel is right for your business.

 Your responses can also provide suggestions for applying your content to move your audience:

Who uses this channel and what do they use it for?

• Is it an important channel for our characters?

• How are the conversations going here?

Will it help us achieve our goals?

• Why does it make sense for our company to use this channel?

• What goals do we want to pursue with our actions here?

Is it in line with our editorial mission?

• Will our content be considered unique and valuable, or will the community find it intrusive or irrelevant?

• Have our competitors built a strong presence? Can we have a social media conversation for our business or environment?

 What results do we want to achieve?

• What should our fans and followers ask after interacting with our content? Share? Comment? Visit our website? Subscribe to our newsletter?

• Will the community act?

• Do we have the right metrics, monitoring, and KPIs to quantify the increase in our social efforts and report meaningfully to stakeholders?

 What type of content works best on this platform?

• Are our topics relevant to this target group?

• Are we creating enough content in the right formats to communicate consistently?

If your answers don’t provide an exciting opportunity to connect with this channel, or if the platform environment isn’t right for your brand’s unique vision and mission, come back and discuss your team’s resources for channels that are a better fit for you. to succeed.

3. Standards for your brand discussions

While your business goals are important, you also need to show the right tone, the right topics, and the right conversations to ensure your content delivers the experience your audience wants.

Anyone who publishes your branded content must understand and agree to a set of social media guidelines to maintain a consistent standard of voice and quality.

I recommend revising your company’s style to improve your social personality and improve the accuracy and accuracy of facts. This includes the correct use (and spelling) of unique terms such as brands, product names, personnel, and service offerings.

make your plan

Now that you have the information to decide where, when, and how to distribute your social content, it’s easy to set up the plan. Create a matrix of the channels that make the most sense for your brand and note the engagement details for each channel. Once all the fields are filled in, you’ll have a template that allows you to easily access, track, and share your organization.

In my experience, it can be helpful to include as much information as possible in your original plan so that your team can refer you when new opportunities arise or when a decision needs to be made quickly. But it’s good to just start with your data fields and build them as you learn what works and what doesn’t.

Make your brand the life of the party on social media

As much as your company plans to expand its reach, successful content marketing implementations often come down to a strategic, systematic, and scalable approach. This model ensures that everyone works with the same social media model, but it is not the only way to do the job. Let us know what processes you use to determine where, when, and how you share your content and the impact of your brand.

Translate »