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How to deliver relevant social media content graphic
1.
How to Deliver Relevant Social Media Content Before you post anything, put on the following hats: Corporate or Marketing Strategy What strategy is this post is tied to? In your attempt to grab any content, are you going to talk about a product that is in end‐of‐life mode – or are you going to talk about a product targeted to grow 30% in the coming year? If your social media efforts can be tied to a specific strategy, marketing activity, and market segment – you’ll be much more likely to maintain the support of the C‐suite team, especially when you can introduce some level of metrics proving effectiveness. Market Segment While some posts can be generic or for all audiences, the best way to start thinking relevancy is to target a specific market segment. This will set you on the right path for creating relative content that will have value. Market Role To be even more relevant, target a specific role for the content (engineer, VP of Finance, etc.). Who specifically in the target segment’s organization is this post meant for? Identifying a role will help with the following step as well. Customer Acquisition, Retention or Development Next think about the purpose of the post. Is it intended to generate a lead, keep a current customer up to speed, or to move a customer to another level? Most posts will fall into one of these categories. Legal: Are you going to get into any legal trouble with this post? Example: Before you “like” a customer’s maintenance tip, make sure it doesn’t take your product out of warranty. IP: Are you mistakenly sharing intellectual property? Example: Before you post a picture of an employee on the factory floor, check the background of the picture to make sure you’re not sharing any proprietary information like a custom jig or whiteboard with process information on it. Branding: Does this post support the brand and move it forward? Your company’s brand should always be top of mind in everything you do – each social media post should be no different. Competitive: How will the competition react to this post? You know all your competitors are following you so make sure you’re not giving them tons of low hanging fruit to copy or leverage. With that said, don’t over think this. You’ve already put your IP hat on, so you should be OK.
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