From a advertising perspective, there isn’t a such factor as “social media.” It’s practically pointless to consider social media as one factor, as a result of the audiences, use instances, expertise, algorithms, optimum cadences and different traits of every social platform proceed to diverge.
For instance, a research by CoSchedule discovered that the “optimal” variety of every day posts on Twitter (your mileage could differ) is 15, however only one to 2 posts per day on Instagram and Facebook are the candy spot.
Posting the identical social media content material, in a number of channels, on the similar time and hoping to attain spectacular outcomes hasn’t labored in years—the variances are simply too nice amongst what works in every venue.
Posting the identical social media content material, in a number of channels, on the similar time is not a profitable technique. Click To Tweet
So as a substitute of fascinated about a “social media” technique, you actually need to undertake a Twitter technique, and a Facebook technique, and an Instagram technique, and a LinkedIn technique, and past.
Scripps Networks owns HGTV, The Food Network, DIY Network, Great American Country, and several other extra. They don’t consider these channels in combination as “television programming.” Instead, they consider HGTV viewers, and DIY viewers, and GAC viewers as a result of the demographic and psychographic traits of every viewer group differs. And extra importantly, what every group WANTS from every channel varies as effectively.
Similarly, Walt Disney Television owns ABC News, The Disney Channels, EPSN and extra. Can you think about if ESPN randomly aired Mickey Mouse Club House and vice versa? Yeah, that might be bizarre.
Your social media technique ought to undertake the identical strategy. For every social platform the place you might be energetic, establish the distinct technique, viewers, metrics, cadence, and programming that is sensible for that platform.
Social Media Channel Strategy Example (and Downloadable Template)
Here’s how it appears in chart kind. Download this Social Media Channel Strategy Template.
What is the general desired final result of being current on this platform? One aim per platform and these should tie to higher-level enterprise outcomes.
Two particular, measurable actions that information the progress towards the aim.
Who do you wish to attain on this platform? Identify one or two particular segments, with as a lot element as potential.
Identify as much as three metrics that both measure in opposition to the goals, or measure one thing that correlates to the goals. This is just not the place for “number of followers” as a metric.
RELATED eBOOK: The three Types of Social Media Metrics (And Why They’ll Get You Promoted)
How typically you intend so as to add new content material to this platform, expressed weekly.
Decide what two “shows” you’ll decide to on this platform, and on what schedule.
Think TV Shows (Regularly Scheduled Programming) for Your Social Media Content Strategy
HGTV, or some other tv community, doesn’t simply randomly put an episode on the air. Everything revolves round particular reveals, with an outlined viewers and narrative arc. Social media practitioners might study rather a lot from this strategy. Yet, a lot of what occurs as we speak in social is “random acts of content” with no repeatability, tune-in worth, or consistency.
For every social platform, take into consideration what social media content material initiatives you’ll be able to execute regularly, maintaining in thoughts your viewers and goals for that platform. Then, create and distribute these “shows” constantly. This offers your audiences one thing to acknowledge, interact with, and (hopefully) look ahead to regularly.
Social Media Show Example: David Weekley Homes
One of our purchasers is David Weekley Homes, America’s largest non-public residence builder. They by no means had an Instagram presence, however determined to focus on residence inside followers with a aim of creating their model the popular non-public homebuilder amongst this viewers. To achieve this, we helped them architect a every day Instagram “show” that options two or three pretty images of a David Weekley Home mannequin. From a chilly begin, they now routinely generate greater than 5,000 likes per picture. More importantly, every picture will get 50+ feedback—many from design execs—that assist the corporate suppose by means of future layouts, design touches, and extra. It’s a extremely focused, practically free focus group.
Not solely do reveals of this sorts create tent poles on your social media technique, it makes it a LOT simpler to plan your time and your assets, as a result of what you’re doing, in what format and the way typically.
Your total social media technique is just not comprised of present episodes, however they provide the nuclei on your content material, after which round them you put up non-show electrons which might be authentic, circumstantial content material and/or curation.
Download the free social media channel technique template right here.