Build Better Relationships With A Social Media Content Strategy
Let’s be honest, your friends might care about your photos and status updates, however most of this shared information will not have an effect on the bottom line of a business. What will have a significant impact is quality content, and it is critical to an effective social media strategy. Frank Marquardt, Director of Content Strategy at The Barbarian Group, provides five key points demonstrating how, adding:
“Without a framework for what you say and a plan for how and when you say it, you risk leaving your audiences, at best, confused. At worst, they’ll ignore you. Who wants that?”
Content which is compelling, entertaining, and relevant should be the foundation of any social strategy, mirroring a brand’s vision by keeping fans and followers constantly engaged. The following excerpts provided below demonstrate how to build stronger brand relationships and results in social media.
- The voice of your status updates and tweets need to reflect your brand, something Skittles has achieved remarkably well, exceeding 10,000 “Likes” on Facebook at times. Marquardt notes why the snarky content is so successful because the brand nails its voice by delivering punchy, flavorful observations – “like candy in word form.”
- Timing is everything. Develop a content calendar detailing exactly what you’re going to say, with relevant updates timed to the season and people’s lives. Marquardt adds: “Nobody cares about Santa Claus in January, but a whole lot of people care about sales after Christmas. A quick look at Google Trends will confirm that.”
- It’s key to know your audience, yes those who follow and “like” your brand do so with the hopes that you’ll deliver something of interest to them. Marquardt uses SKYY Vodka‘s Twitter page as an example of how the brand engaged its followers with personable replies about the ultimate Bloody Mary. In sharp contrast, premium vodka brand Grey Goose, leaves its Twitter followers hanging with no communication since September of 2010.
- Present your audience with tools to be self-sufficient should a problem arise. The brand’s social media team should be equipped to answer the question or share the right information in a timely fashion, ultimately building trust with an ace problem solving solution.
- Be real, human, and use a genuine tone that an audience wants to connect with, in place of “Hey Consumer, this is what we have for you today [insert link].” Fans and followers appreciate funny, entertaining, and smart tweets and status updates. And if you’re sincere, you’ll be recommended to their network of friends making your social media efforts meaningful and worthwhile.
Recent Articles By Kyana Gordon 
Kyana Gordon is a regular contributor to PSFK. She is also a writer, strategist, and DJ based in Brooklyn, New York. On Twitter, @DRohsnap is her name.
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