To be creative and successful at social media you need to follow some guiding principles, a lot of people jump straight into social without any planning, and find out very quickly that it’s not working for them. Clients come to me and say ‘I want to do social media better’ or ‘social media isn’t working’ or ‘I don’t find the time to do social media constantly’. This is all too common the result of poor planning.
Understanding the brand voice is fundamental in making social media meet your goals. One of the first things we do at Start Marketing is to understand the business from the inside out, what makes it unique and what’s it’s personality. Look at the business as if it were a person, are they funny or serious, friendly or formal, this really helps you shape the tone of voice.
What are the key objectives of the business and how can social media help achieve these goals? If you are looking to branch out to a new audience or have new insight into your existing audience behaviours and want to tap into it, it’s important to share these with your agency. Knowing the objectives allows you to measure your success on social.
Research what the trending topics in your industry and follow the thought leaders to understand what people are engaging with. Then plan your content topics into an editorial calendar, considering carefully which social channels you think are best for your brand and how many you can manage effectively – don’t try to do them all. Once you have your topics think of a witty and engaging headline, often top 5 or top 10’s are popular as the reader expects it to be quick and easy to read.
An image can speak a thousand words. A striking image and witty headline can grab attention from the reader and help you stand out of the crowd. You can use gifs, infographics, memes to mix it up a bit. Use video too as this can be an effective and engaging way of conveying information, even better live video is becoming increasing popular if there is a way you can make this work for your brand.
Try to come up with fresh, new and innovative ideas and build mini campaigns around the year. Think if what you are writing will make a difference, will your reader find it interesting or helpful? Have a look at some successful social campaigns and think about why you think they were successful – most of the time it will be because it is different, clever, original and most importantly – planned!