Social Media Content Strategy
Download as PPTX, PDF7 likes4,001 views
The document outlines a comprehensive social media content strategy, detailing steps such as establishing goals, conducting a social media audit, identifying target audiences, and performing competitive analysis. It emphasizes the importance of defining brand voice and tone, creating a content strategy, and measuring marketing effectiveness through specific metrics. Each step includes practical tools and considerations for businesses to optimize their social media presence and engagement.
![Build Your Persona
Challenges & Aspirations:
Favorite Blogs & News Sources:
Persona Summary
[Insert one or two paragraph character summary here. How would your target customer or audience member describe
themselves?]
•Customer Quote
•[Insert a real quote from a real customer that represents something your persona might say]](https://image.slidesharecdn.com/socialmediacontentstrategy-200309194532/85/Social-Media-Content-Strategy-12-320.jpg)
![BRAND VOICE DESCRIPTION
Describe your brand’s voice and personality here:
Social Media Tag Line (3 words to describe your social brand voice):
[INSERT ADJECTIVE 1]
[INSERT ADJECTIVE 2]
[INSERT ADJECTIVE 3]
Social Media Mission Statement:
[INSERT YOUR BRAND] creates social content to [INSERT BENEFIT]
for [INSERT AUDIENCE].](https://image.slidesharecdn.com/socialmediacontentstrategy-200309194532/85/Social-Media-Content-Strategy-18-320.jpg)
![WHAT PURPOSE
WILL OUR CONTENT SERVE?
ORIGINAL
CONTENT
CURATED
CONTENT
[ ] Entertain
[ ] Inform
[ ] Promote products/services
[ ] Promote content (blog posts, ebooks, landing
pages, etc).
[ ] Promote partners
[ ] Promote contests
[ ] Entertain
[ ] Inform
[ ] Promote products/services
[ ] Promote content (blog posts, ebooks, landing
pages, etc).
[ ] Promote partners
[ ] Promote contests](https://image.slidesharecdn.com/socialmediacontentstrategy-200309194532/85/Social-Media-Content-Strategy-22-320.jpg)
![SOCIAL MEDIA
CALENDAR STRATEGY
LIST UPCOMING EVENTS, PRODUCT
LAUNCHES, AND IMPORTANT DATES TO ADD
TO YOUR CONTENT CALENDAR:
[Insert %] Original Content
(Informative)
[Insert %] Original Content
(Promotional)
[Insert %] Curated Content
OUR CONTENT CALENDAR WILL
INCLUDE:](https://image.slidesharecdn.com/socialmediacontentstrategy-200309194532/85/Social-Media-Content-Strategy-24-320.jpg)
![CHOOSE WHICH METRICS
TO MONITOR
Facebook
[ ] Likes
[ ] Shares
[ ] Comments
[ ] Clicks
[ ] Engagement Rate
[ ] Referral Traffic
[ ] Video Views
[ ] Conversions
Instagram
[ ] Follower Count
[ ] Likes
[ ] Comments
[ ] Referral Traffic
LinkedIn
[ ] Likes
[ ] Comments
[ ] Replies
[ ] Referrals
[ ] Conversions](https://image.slidesharecdn.com/socialmediacontentstrategy-200309194532/85/Social-Media-Content-Strategy-26-320.jpg)
![MEASUREMENT CHECKLISTS
KEY METRICS (LIST): [ ] Configured Google Analytics to track social
media traffic and conversions
[ ] Configured other third-party social media
analytics tools](https://image.slidesharecdn.com/socialmediacontentstrategy-200309194532/85/Social-Media-Content-Strategy-27-320.jpg)
Social Media Content Strategy
- 1. H T T P S : / / W W W . T R E V I S A N S O C I A L . C O M SOCIAL MEDIA CONTENT STRATEGY By Melanie Goodman
- 2. TABLE OF CONTENTS • Establish Goals • Social Media Audit • Establish Your Target Audience • Competitive Analysis • Establish Brand Voice & Tone • Build Your Social Media Content Strategy • Social Media Marketing Measurement
- 3. STEP 1: ESTABLISH GOALS 07 H T T P S : / / W W W . T R E V I S A N S O C I A L . C O M
- 4. Understand Why You’re On Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media can help you achieve. Then, list social objectives that support those goals. BUSINESS OBJECTIVES SOCIAL OBJECTIVES
- 5. ESTABLISH SPECIFIC GOALS Describe the challenges you face, why your goals are important, and how you intend to achieve them … GOA L DEADLINE
- 7. 3-STEP SOCIAL MEDIA AUDIT Which social media networks are we on? List them: List abandoned accounts to remove (if any):
- 8. 3-STEP SOCIAL MEDIA AUDIT List duplicate accounts to merge (if any):
- 9. SOCIAL MEDIA ACCOUNT INVENTORY NETWORK UR L ACTIVE? (Y/N) FAN/FOLLOWER # NOTES
- 10. STEP 3: ESTABLISH YOUR TARGET AUDIENCE 07 H T T P S : / / W W W . T R E V I S A N S O C I A L . C O M
- 11. Build Your Persona Persona Name: Job Title: Age: Gender: Income Level: Location: Interests & Hobbies:
- 12. Build Your Persona Challenges & Aspirations: Favorite Blogs & News Sources: Persona Summary [Insert one or two paragraph character summary here. How would your target customer or audience member describe themselves?] •Customer Quote •[Insert a real quote from a real customer that represents something your persona might say]
- 15. TOP TEN COMPETITOR ANALYSIS (FANS/FOLLOWERS) COMPETITOR FACEBOOK TWITTER LINKEDIN
- 16. HOW CAN YOU OUT-DO YOUR COMPETITION? List what you can do better than your competition List what you can do differently than you competition WHAT WE CAN DO BETTER WHAT WE CAN DO DIFFERENTLY
- 17. STEP 5: ESTABLISH BRAND VOICE & TONE 07 H T T P S : / / W W W . T R E V I S A N S O C I A L . C O M
- 18. BRAND VOICE DESCRIPTION Describe your brand’s voice and personality here: Social Media Tag Line (3 words to describe your social brand voice): [INSERT ADJECTIVE 1] [INSERT ADJECTIVE 2] [INSERT ADJECTIVE 3] Social Media Mission Statement: [INSERT YOUR BRAND] creates social content to [INSERT BENEFIT] for [INSERT AUDIENCE].
- 20. CONTENT CURATION SOURCE LIST Trusted Content Sources List trusted sources you’ll share content from … SOURCE NAME SOURCE URL
- 21. WHAT SOCIAL MEDIA CONTENT WILL WE CREATE? Content Types We Will Create: List here …. Content Types We Will Curate: List here ...
- 22. WHAT PURPOSE WILL OUR CONTENT SERVE? ORIGINAL CONTENT CURATED CONTENT [ ] Entertain [ ] Inform [ ] Promote products/services [ ] Promote content (blog posts, ebooks, landing pages, etc). [ ] Promote partners [ ] Promote contests [ ] Entertain [ ] Inform [ ] Promote products/services [ ] Promote content (blog posts, ebooks, landing pages, etc). [ ] Promote partners [ ] Promote contests
- 23. SOCIAL MEDIA POSTING FREQUENCY NETWORK POSTS PER DAY POSTS PER WEEK FACEBOOK TWITTER LINKEDIN
- 24. SOCIAL MEDIA CALENDAR STRATEGY LIST UPCOMING EVENTS, PRODUCT LAUNCHES, AND IMPORTANT DATES TO ADD TO YOUR CONTENT CALENDAR: [Insert %] Original Content (Informative) [Insert %] Original Content (Promotional) [Insert %] Curated Content OUR CONTENT CALENDAR WILL INCLUDE:
- 25. STEP 7: SOCIAL MEDIA MARKETING MEASUREMENT 07 H T T P S : / / W W W . T R E V I S A N S O C I A L . C O M
- 26. CHOOSE WHICH METRICS TO MONITOR Facebook [ ] Likes [ ] Shares [ ] Comments [ ] Clicks [ ] Engagement Rate [ ] Referral Traffic [ ] Video Views [ ] Conversions Instagram [ ] Follower Count [ ] Likes [ ] Comments [ ] Referral Traffic LinkedIn [ ] Likes [ ] Comments [ ] Replies [ ] Referrals [ ] Conversions
- 27. MEASUREMENT CHECKLISTS KEY METRICS (LIST): [ ] Configured Google Analytics to track social media traffic and conversions [ ] Configured other third-party social media analytics tools
- 28. 90-DAY PROGRESS NETWORK PAGE LIKES / FOLLOWERS % GROWTH REFERRAL TRAFFIC CONVERSIONS FACEBOOK TWITTER LINKEDIN
- 29. NOTES & FINDINGS What went well with our strategy? What went wrong with our strategy?
- 30. NOTES & FINDINGS How can we improve our strategy?