So you have a strategic social media plan—maybe you’ve even launched a Facebook page and created a Twitter account. This is an exciting and important step forward for many companies. However, now the question is, “how are we going to create enough content to keep it dynamic?” Below are four tips for keeping you sane, and your followers interested.
- Plan Ahead: Yes social media moves quickly, but that doesn’t mean you can’t sit down to plan out evergreen posts for the week, month or quarter ahead. Brainstorm topics with your team and chart out posts with links, statistics, open-ended questions and third-party references to educate your target audience about your product/services and industry as a whole.
- Have Ample Backup: People get sick and go on vacation. Those same rules apply to the person(s) overseeing your company’s social media properties. Therefore, it is critical that at least one other person in the organization is trained on how to log on, post content and respond to issues if they arise when the main point of contact for social media isn’t around. This backup person can be internal, or external if you are working with a public relations or marketing agency. You should also familiarize yourself with social media scheduling tools to schedule automated posts when needed – Hootsuite and CoTweet are just two examples of platforms that make it extremely easy to schedule content in advance.
- Switch it Up: Social media content does not only mean relying on the written word. At GroundFloor Media, some of our Facebook posts that receive the most attention are often pictures of team members doing something fun (like stalking the cupcake truck) or links to fun happenings around town (such as summer concerts at Red Rock Amphitheatre). Don’t be afraid to show your personality and keep it simple when appropriate!
- Monitor and Adjust: There are plenty of free social media monitoring tools (Klout, Social Mention, and Facebook Insights) that make it easier to track the engagement levels of your company and its social media followers. Don’t be afraid to adjust your content creation strategy based on what patterns you start observing. Do Facebook pictures generate lots of comments from your fans? Allocate more resources to capturing fun and unexpected photos on behalf of your company throughout the week. Do your fans use Twitter to ask questions rather than Facebook? Consider using Twitter as more of a customer service platform than a place to push out evergreen content. Bottom line – keep tweaking your content strategy to meet the needs of your audiences.
What other suggestions do you have for making social media content creation manageable?