📡 How to build a Social Media Strategy
My go-to structure, and every resource you need to start building your strategy for socials.
When building a comms/digital/social strategy - or whatever you call the strategy that involves using social channels to communicate with your audience - I like to have these six questions answered. I call it Social Playbook, but it can also be Digital Communications Guide, Style Guide, Digital Presence Playbook or Social Media Strategy.
Who the brand will talk to?
→ Understand your audience, their cultural context and their digital (now phygital) behaviors.
Where to speak?
→ Build the ecosystem in which the brand will communicate, and define how to activate each channel, with what type of content.
How to speak to them?
→ Define a tone of voice that both connects with these people, and responds to the brand personality / archetypes. An engagement strategy, with responding guidelines and language is welcome here too.
What to say?
→ Create an editorial line that connects with all the questions above. Pilars or “content buckets” to spread the brand's messages in a way that may entertain, inspire, educate, or convince. Always linked to whatever territory the brand communicates in.
→ Defining the publishing cadence for each channel and format. And planning the process to be as easy and less time-consuming as possible. A monthly content calendar fits in this section but it's not entirely mandatory.
Who can we partner with?
→ Mapping of influencers, brands and other types of partnerships to complement the strategy.
✷ The bundle
What resources will you find here? Mostly, the stuff to start building a social strategy.
The pieces I selected for this bundle are the ones I find helpful to understand how the main social media platforms work in terms of algorithm, ads, formats, and how people use them.
I included insights tools, to-do guides, templates, creative best practices, trend reports, success case studies and several other materials that add info on how things work on socials.
In addition to these, you should also take a look at this other post of mine, where I give practical tips on how to spot digital behavior trends online.
✷ The Must-haves
Resources that make not only the strategizing easier, but also the day-to-day planning and management. This folder has materials like the 2022 marketing calendar, channel audit and calendar templates, industry benchmark, and a mega list of research resources and tools to ease the social media manager's daily tasks.
✷ The Stats
Global and Local digital stats, and Social Media numbers of users, time spend and other important data. I selected the most updated documents, with digital behavior and social media usage stats from 2022.
✷ The Guides
Guides, articles, reports and how-to documents to help building a social media strategy. To understand the most important things to start: how the algorithms work, how to build a community, KPIs and best practices to grow a brand's social channels.
The resource pack for download is an extra I made for the paid subs. To get yours, please select one of the subscription options below. :)
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