Creating a Contextually Relevant World
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Social Media Club Atlanta presentation: Creating a Contextually Relevant World. Welcome to the era of contextual relevance, where the simplest 140 tweet can have as much impact as a highly produced YouTube video. Understanding the difference between content and context is key to mastering social publishing, and can act as a multiplier for a small content budget. Forget content strategy - a context strategy will become the most critical tool in your social media arsenal.
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Creating a Contextually Relevant World
- 2. • defining context • context vs content • how to build a strategy for context
- 3. this week’s context issue: selfie-gate
- 6. context is... • where you place your content • when you place your content • how you place your content
- 7. Video Article Image Culture of the moment (context) Tweet Gif
- 11. planned publishing vs reactive publishing
- 12. you must be equal parts this....
- 13. ... and this
- 14. how to plan for context
- 15. step 1: establish roles and processes
- 16. • who is in charge of the content calendar? content • who creates or curates the content? creative, content, social • who is on the edit desk? proofreading, content, social • who monitors and moderates? social • who protects the brand? account, client, PR • who identifies relevant opportunities? everyone • who measures success? social, analytics
- 17. step 2: know your audience
- 18. be interested to be interesting
- 19. define your audience as specifically as possible gather the usual data: • how they consume and use media (media data) • their attitudes, beliefs, behaviors (planning data) • what they like to talk about with others (social data) update this data on a daily basis
- 20. have a good old-fashioned rundown, every day
- 21. step 3: know your lane
- 22. off-limits off-limits trending topics you can and should respond to
- 25. step 4: ignore your plan
- 28. step 5: practice your S.A.
- 31. tips for developing situational awareness: • be curious - question everything • play chess (think 3 moves ahead) • know your critics • spot check, gut check, fact check • make checklists • document and review mistakes (those who forget history are bound to repeat it)
- 32. Context strategy toolkit • Clear descriptions of roles and responsibilities • Audience data updated as much as daily through listening • Defined guardrails • Team rundowns (in-person, phone or virtual) • S.A. checklists