Content Strategy and Social Media: A Symbiotic Relationship
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Content Creation: The Power of Storytelling UW Certificate in Storytelling and Content Strategy Feb. 24, 2015 Suna Gurol Communications www.sunagurol.com [email protected]
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Transcript of Content Strategy and Social Media: A Symbiotic Relationship
Content Creation: The Power of StorytellingUW Certificate in Storytelling and Content StrategyFeb. 24, 2015
Suna Gurol Communications
www.sunagurol.com
Most popular
content channel
tactic for brands
Mouthpiece, but not a monologue
In the best world there is a relationship, community and dialogue
Speedy!
Real-time!
Disappearing content!
Great for branding
Real measurement and demographics
Without great content
social media has no
purpose.
Without social media
your content will be
limited in its reach.
Define Goals
Identify Audience
Establish Baseline
Short and Visual content
Dialogue
Monitor, measure, rinse and repeat
Identify what your goals are -
To get people to the website?
To donate?
To register?
More likes/follows?
Brand awareness?
Needs to support the business but also connect with the audience.
And make sure everyone - from C-suite to Marketing Assistant - is in agreement about the goals!
Who are you trying to reach?
Is it a new or existing audience?
If existing audience, what do you know about them?
Facebook insights
Web searches
Audience surveys, usability studies, donor/custom profiles, etc.
How do you connect with them?
Get a baseline of likes, followers, average post likes/shares/comments, and current sales/donations, clicks BEFORE you put up your content.
Review after campaign to see how audience responded.
Brainstorm of how to present your content in different ways - messaging is different on every platform
Short stories - Think how to impart your message in 140 characters
Visually - What kinds of images will work with this content? Remember - social channels LOVE square images.
Identify what social media channels make the most sense to utilize for the campaign.
Typically Facebook & Twitter, but could also use:
Instagram - visual, time-driven, works great for events, brand awareness
YouTube
Storify - Using a variety of social media & web
Pinterest - photos, infographics
Blog - obviously
Be prepared to have an online dialogue about your content and the story on social media.
Good to strategize ahead, however...
The conversations may go in directions that you don't plan for.
Feedback - likes, shares, comments, RT's.
Who is responding?
Opportunity -Expand on the content
Keep, refine or pivot the strategy
Social Media can inform
the Content Strategy –
show what is working.
Social Media works best
with good Content
Strategy!
That's why everyone does it.
Suna Gurol Communications [email protected] @SunaGwww.sunagurol.com(wow that's a lot of "suna's")
Digital, web and social media strategist
Master in Communication in Digital Media University of Washington
Resources:
Social media image sizes for 2015: http://blogs.constantcontact.com/social-media-image-sizes/
2015 Content Marketing Trends: http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2C_Research.pdf
Ideal length for social media and digital communications https://blog.bufferapp.com/the-ideal-length-of-everything-online-according-to-science
Photo credits:
Thinking cartoon face, Todd at Vincere Coaching.
Bee pollinating flower, masaiwarrior via Flickr.
Cartoon targets, businesscoaching.com
Binoculars, Edith Soto via Flickr.
Students with iMac, ©University of the Fraser Valley via Flickr
Social media icons collage, Inc.com.
Baseline - tennis, Successfulworkplace.org
Handshake, Trivia Mania,
Hillary Clinton and Mark Zuckerberg meme, Texts from Hillary http://textsfromhillaryclinton.tumblr.com/
