why your social content strategy sucks and how to fix it

Why Your Social Media Content Strategy

Sucks(And How to Fix It)

#GeekendSM

About MeghanSocial Media Director at Girl Scouts – North Carolina Coastal Pines

Worked with brands such as AOL, Glamour, The Pampered Chef, The Sports Club/LA and Kaplan University

Graduate of Elon University M.A. in Interactive Media

@meghangargan | #GeekendSM

#GeekendSM

The Value

• Raise awareness, increase retention and generate leads

• Control, moderate and get involved

• Gain valuable consumer insight

• Provide amazing customer service and drive brand loyalty

• But it’s a crowded field – how do you get noticed?

#GeekendSM

DEVELOP A SOCIAL MEDIACONTENT STRATEGY

#GeekendSM

Set Goals

• What are you trying to accomplish?

• How will you measure your success?

• How does social media integrate with my other marketing efforts?

Determine what platforms work best for your brand.

#GeekendSM

Tip: Create a strategic plan that outlines your goals, the tactics you’ll use to accomplish these goals and the KPIs you’ll show to determine the level of success.

Goal + Tactic + KPI = ROI

Determine Voice

• Voice & tone are what set you apart from your competitors

• Should be instantly recognizable

• Define target audience

#GeekendSM

Tip: Your social voice can be more conversational and should be transparent and accessible.

Create Engaging Content

When Creating Content…

• Use Visuals

• Incorporate CTAs

• Be Concise

• Optimize for Platforms

#GeekendSM

Tip: Create a content calendar using themes to keep your content structured and organized!

Publishing #GeekendSM

WHEN you say something is just as important as WHAT you’re saying!

• Use scheduling resources & tagging

• Timing, frequency & consistency

Tip: Tip: While Pinterest is a relatively new social network, make sure you space out pins so you don’t appear spammy or overwhelm people’s feeds. LinkedIn follows similar rules as Facebook – make sure that your content is relevant to your LinkedIn and Pinterest audiences.

Measure & Report #GeekendSM

• Listen to what people are saying (or not saying)

• Look at analytics – both engagement metrics as well as reach, impressions and clicks

• Leverage data to influence future content

Content Categories ThatWe Can’t Resist

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Tell Me a Story

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Tap Into My Emotions #GeekendSM

Make Me Laugh #GeekendSM

Teach Me Something(provide value)

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Give Me a Voice #GeekendSM

Be Relevant #GeekendSM

Inspire Me #GeekendSM

Reward Me #GeekendSM

Creative is Content #GeekendSM

Creative is Content #GeekendSM

Creative is Content #GeekendSM

Creative is Content #GeekendSM

Resources #GeekendSM

Visual ContentPicMonkeyiMovieVisual.ly

SchedulingHootSuiteTweetdeckBuffer

MeasurementFacebook AnalyticsTwitterCounterBit.ly or Owl.ly

Educational ResourcesMashableSocial Media ExaminerHubspotTechCrunch