Social Media Content Plan: How to Take Control in 2021

Social Media Content Plan: How to Take Control:

Worried that the impending demise of cookies will make it harder to track audience behavior on social media? Not sure if you have time for TikTok? Are you curious or unaware, and the decline in user trust makes 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 widely from channel to channel and are subject to change without permission.

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 determines what you can and cannot hope to achieve.

think nice

Many brands mistakenly assume that they need to distribute content anywhere, anytime to maximize their reach. But it is not a channel plan to get your branded content on all social media, fashion news sites, and video platforms. It doesn’t take into account who wins, how it might be affected, or how it might reflect the impact on the business.

Learn how to set up and implement a social marketing channel plan to help you do that.

make informed decisions

The channel planning process consists of three steps:

(1) understanding the platform’s value proposition.

(2) creating the brand’s use case for engagement.

(3) ensuring everyone on your team is working to deliver results. achieve. Same guidelines. Let’s look at each.

1. Value propositions for social media channels

Each channel and your core community’s engagement preferences play an important role in determining whether your content is a good fit. Your audience may be open to a conversation with your brand in a Twitter chat, but keep Snapchat for face-to-face conversations. Long, reliable content can work well on LinkedIn or Medium, while memes, mashups, and caption photos are better suited to platforms like Instagram.

It is important to know the characteristics of each channel and its community before joining the discussion. Use this helpful Aaron Agius winning page as a foundation to tailor content to the best distribution channel to achieve your brand goals.

2. Use case for social channels

Allocate existing content assets with a shortlist of possible channels to the most appropriate distribution channels. Remember to assess the content experiences your audience expects, determine whether you can meet those expectations, and evaluate the potential for meaningful business results from your efforts.

Answer these questions (adapted from CMI’s Social Media Survival Guide) to decide if a channel is best for your business. Your answers can also give you suggestions on how to put your content into action:

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 are we going to pursue with our actions here?

3. Templates for your brand discussions

While your business goals matter, you also need to showcase the right and right topics and the right conversations to ensure your content delivers the experience your audience wants.

Anyone posting content about your brand must understand and apply a set of social media guidelines to maintain consistent standards of voice and quality.

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

List the topics or issues your team should be discussing on social media, as well as the legal or regulatory policies they should follow.

For example, if you don’t want to break EURGVO rules, North Coast Media’s Bethany Chambers suggests documenting these criteria in social media guidelines:

• Distinguish the main article from the announcement – Stricter rules apply to commercial messages.

• Receive a signed model release for each original image or mention you use on social media.

• Upload images from third-party sites and list original sources for images shared on your social channels.

• Remove all content whose source cannot be identified.

• Consumer preferences and audience trends: There are industry events, media innovations, or consumer behaviors that could benefit the distribution of your content (e.g. live video recording habits, device-specific features like emoji, popular memes)? How could this affect the pitch/speed of your distribution? Are there any controversies or algorithmic changes that might make you think about your brand equity?

• Current Events: Popular topics can provide timely distribution opportunities. Important issues related to cultures, such as diversity and inclusion, racial sensitivity, and gender equality, are currently at the forefront of discussions in the US media. When brands use their social content as a platform to express their values   and support important themes – such as Daymond John, CEO of Chase and Fubu, who curated Black Entrepreneurs Day – a live Q&A event of public panel discussions on Facebook. and musical performances – this can give them a critical boost in terms of visibility and relevance in social media conversations that may have been closed to them.

make your plan

Now that you have the information to decide where, when, and how you want to distribute your social content, it’s easy to make your plan. Create a variety of channels that best fit your brand and pay attention to each channel’s specific engagement. When all the fields are filled in, you have a template that you can easily reference, work with, date, and share in your organization.

In my experience, it can be helpful to put as much information as possible into the original plan so that your team can guide you when new opportunities arise or when decisions need to be made quickly. But it’s good to start or refine your data fields as you learn what works and what doesn’t.

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