Setting a Purpose for your Social Media Channels.

NOV 9, 2020

Businesses needing support with their social media isn’t departure any time soon. With numerous social channels to think about , the task to manage all of them, know all the ins and outs and understand how they fit into the larger picture can feel quite daunting, which is why it makes sense to outsource. Before you hire someone to help you with your social channels, I’d encourage you to consider the role, voice and support Social needs within your business. If you’re a CEO with an outsized following, make certain to think how closely linked your brand must be together with your own personal views and voice. How do you leverage your team and advocate to share your message? How do the platform’s continual updates affect your potential customer base?

Before you get started, take a step back and consider the below:

  • Think about who you’re targeting.
  • Divide your potential customers into groups and think about which channels these groups are most likely to use.
  • What is it you want out of social? Is volume of followers the right metric? And does it matter by social channel? If you’re a B2B business, is going for volume of followers on Instagram right for you? Do you want people to stay on social or drive them to sign up to a newsletter?
  • What space does your business occupy other than what you’re selling - what facets of your brand make people want to interact with you? Make these the cornerstones of your social content.
  • What news articles are relevant and of interest to your audience? How can you elevate yourself to be the brand with the finger on the pulse of the latest developments?
  • Is there anything you want to avoid talking about or have a particular stance on?

A channel-by-channel approach.

Understand how each channel is applicable to your business is important. Furthermore, understanding the quirks of every channel, the lifespan of posts then what makes for an excellent creative brief or messaging strategy is that the next piece of the puzzle.

What next?

Understand how social fits into your overall channel mix. Social media can serve a multi-faceted number of purposes, from brand building to acquisition, to retention for existing customers and of course, referral. Try breaking down all of the other activity and thinking about this in the context of social.