SOCIAL MEDIA STRATEGY (SMS) must be adopted as a long-term business plan with crowd sourcing as an important growth motivator.
SM provides free on-line real estate that organically boosts SEO (search engine optimization) and is the tool on which to engage with the marketplace on venues on which they are already “hanging out”:
Boomers: Facebook, LinkedIn
GenX: Facebook, Twitter, Instagram, LinkedIn
Millennials: Instagram, Twitter, SnapChat, TikTok
SM should be viewed as “extreme short-form journalism” and approached as a journalistic opportunity wrapped up in self-PR (promotion), not as “something we just need to do.”
Posts should be headline-driven with added-value verbal commentary that is newsworthy, i.e., important to a business’ platform, industry and companies with which the business works or wants to work while providing interesting information to the reader. There should be a strategic angle to the “stories” that are written and commentaries should work within the company/industry’s business cycle, seasonal cycles (back-to-school, first day of winter, etc.) as well as the “Hallmark” calendar of events (everything from major holidays — i.e., holidays upon which the news media will focus, such as Valentine’s Day — to minor holidays that could trend, such as #AuthorDay).
If tackled strategically, social media can be a biz’s headline news operation and therefore a key PR venue.
BLOGGING is an effective SEO tool. In fact, I wrote all about it in my own blog on the subject, “Why you need to blog.”
For SMBs already strapped with too much to do, writing a blog becomes a low priority especially because, as most of my clients tell me, they have no idea what to write about!
First of all, write about what you do.
Second, strategize your blog titles/themes when you are strategizing your monthly social media calendar. Your social media, PR and blog themes should coincide so they can work in tandem to present your platform and messaging to the public.
What do I mean?
By way of example, I suggested and edited a “Camera Day” blog for a neurology practice. The non-commercial holiday provided the neurologist who penned the piece a theme about which to write: how the camera has changed the course of brain surgery.
A blog I wrote for a dental practice, “Tobacco use and periodontal disease: Understand the dangers,” was published to coincide with “The Great American Smoke Out,” details the smoking/periodontal disease connection.
When writing a blog for my clients, I provide a “Blog Request Form” so I can understand the thesis and tone of the blog.
Shoot me an email at Cari@CariShane.com to ask me about creating Social Media Strategy and/or to ask me about how my writing, including blog writing, can help your company.
See, Creating a strong 21st century footprint for more information about all capabilities.
Read my full bio, here.