Last time, we were talking about your editorial voice and the best way to convey what you have to say to a social media (SM) audience. But consider this- what important things in particular do you want to talk about to your SM audience once you have their attention?
On one level, this should be obvious- you want to talk about your business. But what exactly should you be saying about it? Here’s some things that you need to consider:
* What is the main message of the business?
You want to get across a few important points that you want people to associate with your company right away, most likely that your business is a respected and trust name in your field and briefly, why that is. This is something that should inform the content of all of your SM posts in general.
* What initiatives are you trying to promote?
For promoting projects, you want to plan your related SM postings about them in advance so you can get some traction ahead of time and build up interest- in a later post, we’ll talk about planning long term also.
* What activities of your company might be of general interest?
Here, you want to think of any type of public event that you’re sponsoring or organizing that can gain interest in your work (if you’re not planning these events already, you should be!).
* Also, what DON’T you want to be talking about, related to your business?
This might include publicity problems in the past or things that you anticipate which could become PR headaches later on- you shouldn’t ignore these things though and later, we’ll discuss some ways to handle them pre-emptively.
This will help you start thinking about what you want to cover in your SM posts on any platform. But remember that social media is SOCIAL so it can’t always be about you or your company all the time. If you’re just tooting your own horn, people will get bored with that pretty quickly. As such, you need to think about your users, specifically what they want to hear about and what they want to know, which we’ll cover next time.
As always, please let me know your thoughts on this and if this was helpful to you!