Best practices, tools, and guidelines for developing a strategy, campaigns, and content management.
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Hello 👋🏼 Welcome to the Social Media Section!
This is a guide on how the Social Media Manager at Strapi develops and executes the strategy for Instagram, Twitter, Facebook, and Linkedin.
Social Media Strategy
The company's objective is to be the fastest-growing CMS. Brand Awareness is the likelihood that potential (ideal) customers have heard of or are familiar with our brand.
To do so, Social Media is key to grow our audience in a cost-effective and quick means. At the same time, this opportunity comes with challenges and therefore needs to be framed and guided by effective policy to ensure the best use and maximum effectiveness.
Boost our company's brand awareness by posting regularly and frequently on Twitter, LinkedIn, Facebook, Instagram mainly.
The social media strategy must be aligned with the company's mission. At the same time it must be SMART: Specific, Measurable, Attainable, Relevant, and Time-bound.
We define the initiatives for the quarter, the Key Performance Indicators (KPIs), and metrics every quarter aligned to the company objectives. We list initiatives that are tied to a specific time frame. Then create and deliver content based on that.
To make this possible there are a few things you need to make the magic happens, pop the likes, RT's, and deliver the best content to the audience that is waiting to hear from you.
Here is the list of what we do at Strapi and review every month.
1. Objectives and Initiatives
We define the initiatives, KPIs, and metrics to know what exactly we want to achieve with the content we share, how we are going to track if it is working well or if there is something we need to improve.
If you open the initiatives page, you will find a structure you can use to define how you will work during the quarter.
After defining the social media channels, you should define your content pillars and the channels you will use to spread the word for each pillar.
Creating and managing your content can become very time-consuming, that is why every social media manager should leverage tools and workflows that will make your life easier.
At Strapi, when it comes to content management we have defined the following workflow:
- Define the content pillars to plan quality content. Based on uplandsoftware.com. Your content pillars will define your daily content.
- Plan an overview of the main content on the SM Content Master Calendar once a week.
- Fill a Google Sheet Weekly Content. Use it as a collaborative tool which will be useful if the content should be reviewed by your team before you post it or to reuse the content in the future. You can do this once a week or on a daily basis. (The spreadsheet is based on Hubspot Social Media templates)
- Schedule your posts using a tool like Hubspot or you can leverage free tools like Business Facebook for Typefully.
- Monitor all your channels after posting. You can use tools such as Mention or Hubspot to answer comments and messages. This is important also to implement social listening and understand what is your audience's sentiment regarding your product, your communication strategy, and the content that is being shared.
- Create SM campaigns according to the initiatives of the quarter, some topics or content pillars will be outstanding in social media. There are releases or events that will generate buzz and drive conversions if the strategy of communication is well developed and successful. Use this template to create a campaign.
4. Tools & Resources
As a Social Media Manager, it is very important to identify which tools and resources you need to make the best of time and at the same time, follow every step that leads you to a successful strategy.
After planning and executing the strategy, it is important to measure results and understand what is working and what could be improved. This is the reason why reporting is key to the success of your SM strategy.
The tools we currently use for reporting are Hubspot (for audience growth and engagement), Mention (mentions and sentiment), Google Analytics (website traffic), and Google Data Studio (project creation).
The weekly reporting:
It projects the top-performing posts, sessions via social referral, campaigns performance, and the percentage of audience growth, interactions, clicks, shares, and impressions, compared to the previous week.
The monthly reporting:
The monthly reporting shows the percentage of audience growth, engagement, mentions, sentiment, website traffic, and project creation. Since at Strapi, we have many tools that help us track these metrics, we use screenshots of the reporting of each platform.
That's it! If you check all the boxes, you are good to go with your social media strategy. Remember that SM is constantly evolving, new tools emerge every day and this requires you to constantly review and improve your strategy so you can adapt to the new trends and reach your audience in the right way.
If you have any questions or suggestions, feel free to send me a direct message on LinkedIn or by email at email@example.com 👋🏼