I’ve written about this topic in the past, and am still amazed when I see companies as well as professionals continue to participate in social media without a strategy. Content with no schedule in mind or thought to their audience, posted randomly isn’t going move the needle. It seems as if they are speaking to themselves and telling the world about activities they think are important vs. thinking about what their audience would prefer.
Individuals are not faring any better. Some start out strong with what seems like a strategic effort only to fizzle within days or weeks. Now professionals share all of their thoughts on LinkedIn without a care — preferring to tell everyone every thought they have, which makes me use LinkedIn less and less.
How do you formulate a social media strategy for your company or for yourself? Most people would say you don’t need a strategy if you’re posting content for yourself. If you care about your personal brand, you should take the time to formulate a strategy. The principles for companies and individuals are the same. It doesn’t need to be complicated. I’ll address at a high level how to think about the types of content, when to post and what to say.
1. What’s Your Purpose? – As with any strategy, start at the beginning, what is your purpose in utilizing social media? If you’re a company, it’s most likely a channel you’re using to reach customers more rapidly and streamline your communications. Every company has a different purpose in how they use social media. Some companies, such as Dell use Twitter for customer care. Made.com harnesses Pinterest very creatively and established the platform for many other companies. Others have a strategy around communicating leadership and industry expertise like Vanguard and TD Ameritrade. TD’s #itaddsup campaign produced 97 million brand impressions and added 78,000 uses of the campaign.
JetBlue has a specific Twitter channel to promote their specials and discounts. TD Bank has a corporate Twitter feed and a separate news feed for community events and media interviews. Many companies have gotten very creative — this list from Fast Company should give you some inspiration. Social media is well developed channel now with 250 million daily users on Instagram according to EConsultancy. This article highlights who’s making headway in social media this past month.
If you want to use social media to promote your own brand, think about how your content will enhance and highlight your expertise. What areas of knowledge do you want to promote? Are you job searching? Are you looking for an outlet to promote your own insights and talk about topics you are passionate about? If you’re a leader, leadership and management content could be of interest. John Maxwell does a terrific job of honing in on this. While Professor and former CMO, Kimberly Whitler promotes her marketing expertise and tips for senior level marketers. Blake Morgan is highly …read more
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