4 Ways To Improve Your Social Media Content Strategy
Lots of people spend lots of time nowadays thinking about how to build up channels/audiences/communities (choose your buzzword as appropriate) through social channels. Relatively few, however, seem to apply similar rigor to the process of communicating with those people after the fact.
With a few degrees of variation, most people will suggest you look at around a 90/10 ratio of engagement to static content on social channels. That means, if you post 20 tweets (for example) per day, you have roughly two opportunities to insert your own POV into the stream.
Are you making the most of the static content you post on your channels? Are you using each piece as an opportunity to move towards achieving an objective, or are you just throwing words out there for the sake of posting something?
Here are four ways to begin to improve your social media content strategy.
Set Goals
Launching a new social channel, or campaign on a channel, isn’t the end of the planning process. You should know, clearly, what you’re trying to achieve through your social media activity, and bear that in mind at all times. Sometimes high-level business goals may be a bit abstract, so distill down from those:
Business objectives –> communication objectives –> social media objectives
Tweak these depending on where social “sits” in your organization, but make sure these ladder up, and make sure the content you’re posting does the same.
Optimize
Are you optimizing your content based on previous results? If not, you’re missing out on a huge opportunity.
Content creation doesn’t just mean throwing out posts randomly. Just as media buyers analyze which versions of ads convert better than others, you should take the opportunity to look at the types of content that:
- Generate more engagement
- Lead to more click-throughs
- Lead to more conversions
