Great social media content strategy is really part of your company’s Web content strategy as a whole, which includes these 5 steps.
To help visualize the core messaging component, I drew a pie (I like pie) for one of the three — strike that, now four! — people who asked me about social media content this past week.
Your pie will vary based on your objectives: the slices will be in different proportions and you might even have more slices with more flavor. But the basic mix should at least include these staples:
- Product, service, and company announcements and offers
- Questions that you’d truly like to know about your clients/customers
- Links to valuable information related to your industry
- Interaction with others: replies, comments, opinions, support, praise
When you’re auditing your social media content or are starting a new program, be sure your social media writers are covering at least these four types of content.
If you’re out of balance, you may come across sounding like you’re shouting (and not listening), shallow, self-centered, or simply annoying. A sure way to lose friends and alienate customers.
Update: July 21, 2010
I’m finding a lot of fantastic social media content strategy resources lately. Here are a few:
(Social Media) Content Strategy Questions to Ask by Jason Falls (the comments are as great as the post)
Social Media Analysis Chart by Contentini
News Flash: Social Media Won’t Fix Your Content Problems by Kristina Halvorson (yes, you need substance before delivery!)
Social Media Benchmarking Template by Jonathan Brigs (Thanks Clinton Forry for the suggestion!)
Have you found great social media content strategy resources lately? You’re welcome to add them in the comments.