Crafting a Content Strategy for Social Media
March 2013 | Volume 11 Issue 3
Twitter, Facebook, Pinterest, Tumblr—trying to execute strategies for each social media channel can be overwhelming. Even worse, it can leave your audience confused about your brand and have a negative effect on your organization’s bottom line. Instead, communicators should create a content strategy for social media that builds cohesiveness and provides effective and engaging content for your audience—no matter what social media channel pops up next. In this issue of CW Bulletin, our experts share their tips for crafting a social media content strategy, from how to research your audience, to how to set up a content calendar and measure the value of your content.
This marks the final issue of CW Bulletin. Now, CW Bulletin is part of the all-digital CW magazine that debuted in May. (For more information about CW’s move to digital please see the News box below.) Before we wrap up, we would like to thank the multitude of writers and columnists who have donated not only their time and expertise, but also their love for their work and willingness to teach and share. We’d also like to thank our readers, whose comments and suggestions kept CW Bulletin insightful and fresh each month for the past 10 years. As we move forward into new and exciting terrain, we look forward to exploring new channels for creating and sharing content with you.
Amanda Aiello Beck
CREATING A CONTENT STRATEGY
by Arnie Kuenn
Organizations often fall short on implementing social media strategies because they do not have a strategy at all. Without a well-thought-out and researched social media content strategy, it is too easy to let social media content take a backseat to other projects. Unfortunately, many organizations learn the hard way that social media is not a “set it and forget it” deal. Success with social takes research and planning.
THE IMPORTANCE OF A CONTENT STRATEGY
by Dechay Watts
To get the most from social media as useful marketing tools, you can’t jump in haphazardly. It’s not enough just to set up a profile—anyone can do that. Your involvement has to have a strategy and purpose behind it. Your social media efforts will have a greater impact on your organization when they are tied to a solid content strategy. Here are some steps to help you decide which social networks are the most beneficial for your organization and how to use them to achieve the best results.
SOCIAL MEDIA CONTENT TYPES
by Carolyn Capern
The Internet in general—and social media in particular—has changed the way organizations reach an audience with their products, services and ideas. And the sheer volume of social media channels now available can be overwhelming. But there are five types of content that organizations should share on social media. Each type of content serves a different marketing goal, but at its heart, each goal is about building relationships with your audience.
BUILDING A FOUNDATION FOR CONTENT
by Ernest Barbaric
Content strategy is to branding as a cover is to a book. Just as people judge books by their covers, they will judge your brand by the content it produces. And just like your business needs to have a strategic vision, your content also needs to serve a greater purpose.
CREATING EFFECTIVE CONTENT
by Sarah Worsham
Tweets, pictures, posts and likes are all you need to have a successful social media content strategy, right? That may be true for a personal social media account, but organizations need to make a profit, and social media can help. Creating effective social media content is more than using the right keywords for search engine optimization. Content needs to be interesting and useful to the target audience.
DETERMINING A SOCIAL MEDIA CHANNEL
by Kelsey L. Jones
When your organization has finally decided to craft a formal social media content strategy, it is easy to get overwhelmed. First there is the question of deciding which social networks to begin using. Then, you must decide how to use them and what type of content should be used. These questions alone are enough to make some organizations procrastinate and avoid setting up a strategy all together.
Achieving Higher Audience Engagement to Improve Presentations
by Eric Bergman, ABC
As social media are teaching us, the best communication is a back-and-forth exchange. If this makes sense for text messages and Facebook posts, it makes sense when people actually get together for the purpose of improving a group’s understanding or motivating them to action. Presentations should mirror the back-and-forth exchange of new technologies by encouraging questions throughout, and providing answers that are clear and concise.
- "Using Twitter to Build a Case for Social Media," Insurance Corporation of British Columbia
- "Gautrain Social Media Strategy," Gautrain Rapid Rail Link
- "Voice of the Customer," Network Solutions and Livingston Communications
Communication in the News
Related Resources provides additional articles and resources for understanding this month's topic of crafting a content strategy for social media. You can also find some of these links alongside each corresponding feature article for quick reference. Links include:
- "24 Ideas to Rock Your Social Media Content Strategy," by Rebekah Radice
- "How to Create a Social Media Editorial Calendar," by Lisa Buyer
This issue sponsored by:
Communicate Your Message—Across Complex Cultures, Contexts, Mediums and Audiences.
Northeastern University’s MS in Corporate and Organizational Communication teaches you to develop, manage, and deliver global communications. Offered online and on campus, the degree’s six concentrations offer you content-specific expertise in areas such as project management, human resources, and social media.