Social media has revolutionised the way businesses and companies represent themselves and interact with their audience. Therefore, it is extremely important to have a social media strategy which effectively communicates a personalised view of your brand, builds a relationship with your consumers and creates value for your online profile.
To accomplish a positive and effective online strategy, we have created a social media content pyramid.
Principles drive the social media strategy:
1. Consistency: regular posts show your audience that you are committed to delivering content to keep them updated. This is the reason they have liked your page.
2. Originality: majority of your social content must be original. This includes images, videos, memes, links and copy.
3. Diversity: content must be diverse in terms of what type of content is published. The ratio of images/links/videos/text must be carefully considered.
These three principles affect your social media and SEO value. If you adhere to these principles, you are more likely to be rated higher for online value.
Dimensions structure the social media content:
1. Demographic profiling will help shape your content for optimal activity and engagement. This provides you with a deeper understanding of what content will deliver value and align with your audience's needs.
2. Campaign/event phases allow you to identify what type of content, promotions and advertisements should be planned depending on the scheduled campaign or phase of the event. For example, Valentine's Day, Christmas, Easter or pre-event, during the event and post event.
Platform psychology directs the social media content.
Content needs to be adapted depending on the platform it is being published on. You also do not want to regurgitate content over and over again on multiple platforms.
Creating content: Understanding how dimensions structure the content.
1. Demographic Profiling
When creating content, the audience must be kept in mind. This is where demographic profiling comes in to play.
Understanding the ratio of women and men; older, mid- and younger generations; and location, helps us align our content strategy with our target markets.
This example is based around the America's Cup social media platforms (sailing):
Women are more likely to read blog articles. Therefore, we want to predominantly target female-centric topics for our blogs. This includes on location lifestyle blogs, on location travel blogs, interviews with the wives, mothers, friends and children of the athletes.
Men are more likely to read the sailing focused news articles. Therefore, these should be kept short and to the point.
The younger generations want to read about exciting, fast-paced lifestyles of their star athletes.
*this example is a generalisation, but communicates how content fits a demographic.
The example content can be matched to a majority of the America's Cup brand social media platforms, however the copy and action points should differ depending on platforms. Also, PR efforts would see that this type of content would be shared with specifically targeted social media pages, online influencers and third party platforms.
America's Cup Travel Blogs ---> Travel bloggers, travel websites, location websites, travel social media pages, women magazines.
America's Cup News Articles ---> Sports related social media pages, online sports influencers, sport websites, hashtags.
Fast-paced lifestyles ---> Young online influencers, sports related social media pages, home city social media, country specific social media, news platforms, sports bloggers.
2. Campaign/Event phases
Depending on the scheduled campaign or the phase of the event, (seasonal campaign, special occasion/lead up to the event, during the event or post event) these phases will structure the type of content, promotions and advertisements you are running on your social media channels.
When you are creating event based content, it should reflect the stage of the event/campaign.
The lead up to the event requires emphasis on driving excitement, engagement and discussion about the event. This should include talking about the event site - giving the audience a taste of where they are going to see the racing next; interviewing the public about the event coming; engaging the team members about what they are doing during the lead up; ask your online audience questions about their predictions, their thoughts and their hopes; create exciting imagery to remind them how close it is; strengthen online relationships with local online media personnel to spread the local word.
During the event, the social media content must focus on live action - setting up, TV production, behind the scenes, VIP footage, racing and analysis. During racing, the social media platforms should become a live production of its own. Having a producer driving the content during the racing and pushing it in real-time to different platforms will enhance real-time engagement, discussions and activity.
Post event should last for 1-2 weeks before transitioning to another lead up phase. Post event requires discussion, questions and recaps.
3. Platform Psychology: Directing your content to the right platforms.
Curating your content to fit with the right platform is essential. The social media team must understand what type of content fits on what platform, how it should be presented and how it should be written. One important factor to remember is that people are on different platforms for different purposes, and do not want to see the same thing 10 different times. During the content curation stage, we need to identify how to encourage America's Cup followers to be on every single platform - not just one! This can be achieved through exclusive platform content.
Creative Content: Creating different types of content
On social media, there is different types of content which suits the type of activity you are aiming for.
Interactive Content: This type of content is created to get your audience commenting and interacting. Facebook uses this type of activity to rate your value to your audience and therefore will increase your organic reach. The topics for this type of content can be easily rotated and can be adapted for different demographics.
Come back next week for the post about different types of content and how different content has different purposes.
**Spoiler** Learn the difference between interactive content and static content.