Developing a content strategy for social networks will allow you to move towards your goals and analyze the results. Within this planning you must establish the type of content, the format, what days each post, tweet will be published… (depending on the objectives, days of greatest activity-reach, etc). For this reason, in this article we will explain in detail how to create a social media content strategy on the different social networks. Part of this planning will consist of adapting the content format to each social channel. Facebook does not work in the same way as Twitter or Instagram. With which, the contents of each network and the days of the publications in the editorial calendar will be defined. Likewise, before starting, we set our objectives to measure the results that we are obtaining weekly/monthly.
This will help us to check if the work is being effective or not (and apply changes if it is not). In short: plan, adapt and analyze results. First steps of the social media content strategy: what objectives do I want to achieve? What is my target? Concisely define your goals Concisely define the objectives of your content strategy for social networks It is true that currently almost all companies have a presence on social channels, as their benefits are more than evident. In a certain way, it is even an “obligation” because our clients demand it. However, the mere fact of creating a Facebook page or a Twitter account will not boost our sales. This is where strategy plays an important role. Our presence in social networks must have very clear objectives. Do I want to get traffic to improve the SEO
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of my website and boost sales? Do I just want to Australian Email Address make my brand known? Offer a customer service channel? Increase leads-contacts? It is probable that in many cases they are several and complementary. You must know your audience How to develop a content strategy for social networks: know your audience And if it is relevant to set goals to achieve. It is also essential to know the public that we are going to address. Many marketing actions fail due to poor segmentation. It is vitally important to know the age, the interests, the geographical area in which it is located, its consumption habits, the social networks in which it has a presence… every detail that we can know will give us value to develop a better content strategy social media..
From young people who are beginning to enter the wine culture (people with cultural concerns) to another target of older age and wine knowledge. Therefore, we should provide a different added value to each of these audiences while maintaining a common identity. Sex: men and women from the age segment indicated above. However, it is likely that the wine consumption trends in men and women are not the same. With which, we must also establish differences to address these two segments of the target. Interests: people who love wine, wine culture, gourmet gastronomy in general (and the younger segment will have different associated interests than those of the older public segment). Geographical area: if we have an online store, our area of influence will be all the territory in which we make shipments. If it were only a local business without e-commerce, the area of our closest population and surroundings.
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Social networks: after analyzing all the exposed data, we know the social networks in which we must be to reach our entire target (Facebook and Instagram mainly. Also taking into account that our content will be very visual-sensory). From here, each action and content must be focused on our audience. Knowing it will help us offer them what interests them. the communicative tone The communicative tone is important in the content strategy for social networks Do you speak the same as your grandparents? If they use social networks, do they use them in the same way? It is an important issue in the social channels in which we are present. Therefore, beforehand, it is necessary to decide how we are going to communicate with our audience. If in an informal way (tuteando, funny emoticons…) or more formal.
That said, you have to be aware that people use social networks in their leisure time. Therefore, you have to offer them content that is “chewable”, enjoyable and that they do not perceive as something boring. Let’s take two examples: Public from 40 to 60 years old with an interest in dental prostheses. In this case, the use of emoticons and the communicative tone should be quite formal and focus on the information of interest that these people expect to receive about dentistry. Target ages 18-40 with an interest in travel/leisure. With these people we cannot communicate in a very formal way. They expect dynamic, surprising content and a language like the one they usually use in their day to day. Your brand must speak in the same way that the public you want to reach does. To conclude with this point,