Choose Right Social Media NetworkThe best kind of social media content strategy is the one capturing the interest of your target audience by their network. Targeting every social network without focus will often lead to wasted budgets and confusion. Consider these factors for each network:
- Facebook: Facebook is one of the most obvious options for social research. Around 76% of adults online use Facebook, and since the rise of Facebook Live, the platform has seen a 700% growth in video views.
- Pinterest: Around a third of adult internet users access Pinterest, but the platform appeals more to women than men. This could be the ideal platform for female-focused brands.
- Twitter: Twitter has about 319 million active users per month. Plus, about 80% of Twitter usage is mobile, which could be great for local companies who want to engage with customers on the move.
- LinkedIn: LinkedIn is the leading B2B social media platform. The network has members across 200 countries and is perfect for B2B businesses or personal brands looking for growth.
- Instagram: There are more than 800 million monthly users on Instagram. It’s a great way to engage with young, visual audiences, particularly in the millennial demographic.
- Snapchat: Home to 173 million daily users, the audience for Snapchat is very young, with most users under the age of 24.
Design Your Content Creation ProcessNow you know who you engage with and where you need to create posts, you’ll want to establish a guide to keep your content consistent. Although there’s no one-size-fits-all guide to content, ideally, your social posts should be designed to create emotional bonds with your audience. That means establishing a unique personality and tone of voice.
- Find your voice: Content has more volume when it’s fine-tuned to a tone that resonates with your business. Think about what you want your personality to be like and try to make sure it aligns with the platform you’ve chosen. For instance, a professional tone is more appealing on LinkedIn, while a playful tone might work on Snapchat.
- Tell a story: Social media is about engaging with your audience, so make sure that you have a strategy for sharing content that aligns with the values of your company. For instance, you should only share content that’s relevant to your industry, aligns with your company ethics and highlights your brand purpose. A green-conscious tech company could share updates about how to upgrade your PC without damaging the environment, for example.
- Know your competition: Being effective in your social media content strategy is all about making sure you’re better than the competition. Figure out what some of the main players in your organization are doing, then decide how you can do it better. Be careful not to just copy and paste another strategy.
Jeneba Jalloh Ghatt can be heard nightly at 8pm on DCRadio/WHUR 96.3HD4 on "Coming to America with Wayna and Friends. She is an editor at Techyaya.com, founder of the Digital Publiching Academy and JayJayGhatt.com where she teaches online creators how to navigate digital entrepreneurship and offers Do-It-For-You Blogging Service. She manages her lifestyle sites BellyitchBlog, Jenebaspeaks and JJBraids.com and is the founder of BlackWomenTech.com 200 Black Women in Tech On Twitter. Her biz podcast 10 Minute Podcast is available on iTunes and Player.fm. Follow her on Twitter at @Jenebaspeaks. Buy her templates over at her legal and business templates on Etsy shop!