Social Media For Small Business

CHAPTER 7SOCIAL MEDIA CONTENT STRATEGY

The most popular social media channels are the ones with the best content in line with their brand strategy. In this chapter we're going to create your social media content strategy. The purpose of this is for you to have a plan to avoid an unorganised and inefficient approach to content creation. Your social channels will be a lot less ad‐hoc and more likely to draw a crowd. The right crowd!

As mentioned earlier, creating and understanding your strategy is the most important role of a small business owner. Even if you choose to outsource the implementation of your social media approach, always be involved in strategy and keep an eye on your metrics. I've seen countless businesses hire social media experts who didn't understand the brand and the return on their investment was below average. There is nothing wrong with outsourcing if you keep an eye on your results.

A clear social media content strategy enables you to have others collaborate on the content creation and publishing while ensuring consistency. This is how we go about our social media marketing efforts at all of our businesses. I'm involved in the strategy part and different team members are in charge of content creation, publishing and community management. They then report our results weekly and we can see very quickly what's working and what's not working.

If you are a one‐man or one‐woman band in your business right now handling all the different aspects of social media, ...