Whether you are just starting to incorporate social media into your communication plan or are a vested pro, there are always opportunities to revitalize content. Over the last few years, I have managed many social media accounts and have always found the same overarching idea to be true: The vehicle that drives your content may change, but your companies objectives, for the most part will remain the same.
Keeping the following ideas in mind will help keep your message focused and fresh, despite ever-changing technologies:
- Voice – What is your story? Who are you? Consumers interested in “friending” you online are interested in being connected with you but do not necessarily want to be sold your product. By finding a way to personify your position, you are giving your brand the human approach with which people are interested in interacting.
- Calendar – By scheduling your content in advance, you have the opportunity to balance your messaging. If you notice a pattern of being too heavy on one subject over a period of a few days, post something a little lighter in between. If you notice too many links or text, throw in a photo.
- Contributors – Because you cannot be in every place at one time, find yourself a group of liaisons who are passionate about social media or your brand. The more people you have scattered throughout your company, the better picture you will be able to paint. Get them in the habit or texting photos or snippets of daily musings. Not only will you inspire the workforce by showing them how much you value their contributions, you will create a real connection between the work being done and the final product that is created—something fans internally and externally can appreciate.
- Inspiration – Feeling a little stuck? Take a walk! Sometimes being stuck in your office takes you away from the true goal of your external efforts. Regularly reminding yourself of your work’s purpose will inspire your work, and that will always shine through to readers.
- Listen – The worst thing you can do is post and run. We work in a busy field, but not taking the time to read peoples comments and follow up with them is almost as bad as driving without a seatbelt. You maybe driving the communication, but by not taking the time to protect it by addressing concerns and responding to them leaves you open to vulnerability. Someone who doesn’t feel heard might lose interest. You’re working hard to build a following, so take the time to maintain those relationships.
- Potential – ALWAYS try to bring traffic back to your website. This is where you will have to tap into your creativity. An easy way to do this is to tie links into current events. It will bring out sections of your page that otherwise might not be noticed. Remembering small things like mundane links can turn into big things if they prove to be helpful during a time of need.
- Mistakes – There are no norms in social media; it’s always changing. Don’t be afraid to make mistakes. You might actually be a trailblazer for the latest trend. Setting yourself apart is interesting and engaging.
- Commitment – Realize that that it requires a lot of nurturing to create a community online. Content doesn’t create itself, and it’s ongoing. Just like it takes a village to raise a child, it takes a team to really create a presence online. Even if you are the sole person doing the job, there are resources to help. Free tools like Hootsuite or Klout will help you monitor or find the right influencers to help you get your message heard.