So we’ve covered the Vision, Mission and Values section of your official social media strategy document in part one of this blog post series. If you haven’t checked that out already, you’re coming into this halfway through so pop back to the first post to get up to speed!
Got your free social media strategy template in front of you? Great! Let’s continue.
All your definition is is a few one word points to describe the voice of your channel. This is quite a nice, easy section that you can flick back to if you start to feel like your social media voice is veering a bit off-brand.
I’d really recommend grabbing a thesaurus for this, as all-to-often you’ll end up with half of the words ultimately meaning the same thing.
If you find this happening to you, think through what each word really means to you. Is it a goal for your brand to be this particular thing, or is it part of the process to reaching a bigger goal? If it’s the former, and it truly feels right, keep it on your list. If it’s the latter, take it out and choose the word that best describes the overall tone of voice you want to achieve.
As an example, my social media channel definitions are:
Your social media promise is a sentence – two at the most – that describes the most basic content you’re going to offer your audience and what that will offer them if they start following you.
I find the easiest way to do this is to imagine that, for whatever reason, I’ve had to suspend the creation of brand new/original content for a while, but I still want to keep up my social media presence and keep my audience engaged. What one thing will you continue to offer during this time?
To understand and appreciate the work fellow digital marketers do on a detailed level, and always be open to a conversation about how to progress in their role without making any big personal sacrifices.
Some other examples might include:
- To share all recent, credible research and statistics on <insert topic here> to inform and educate others who share the same interest.
- To continue open dialogue with my audience about <insert topic here>.
- To spread positive messages to <audience group> and make them smile every day.
Our personality section brings to life our really personal side – the human elements of the channel we’re creating. Even if you’re speaking as a brand, it’s the human voice in your channel that is what will attract customers as much as the content you share.
Like an actor before a major film role, dig deep and profile here the kind of person that’s going to connect with your target audience. Immerse yourself in what their profile would be like – interests, style, tone of voice, likes and dislikes…bring them to life on the page and embrace them as you talk to people through your social channels.
Here’s mine for a little inspiration:
I am a friend – open, trustworthy and nice to be around. My tone is informal and friendly with a dash of humour, but succinct.
I am down-to-earth and I share personal details with my audience, but tow the line between being relatable and oversharing.
I listen. I really care about the work and life of the people I speak to – the highs and the lows – and understand that ultimately they all connect deeply. Whilst I encourage professionalism in the interest of someone’s job, I also encourage honest conversations that they may feel they can’t have in the office, letting a bit more ‘real life’ into work chat.
I do not judge people for having bad days. I understand that happiness, mental health and productivity isn’t a constant, but will provide gentle encouragement to help others get back in control of their work more quickly.
I’ll never bullshit someone. If I don’t know an answer to a question I’ll say so. But if I do, I’ll offer advice based on experience and trusted articles to help that person as much as possible.
I’m interested in self-development, wellbeing and creative business, and am striving to create a life for myself that revolves around these interests effectively. This makes me feel a little bit fabulous because I feel privileged to have the option to build that for myself, and I dress well to welcome that new chapter as and when it happens.
This details what it is you’ll deliver and how. For example; instructional videos to help the audience learn how to use an app, or branded, animated inspirational quotes from female athletes to empower sportswomen using social media.
What you want to do here is detail the piece of content and the format, so that each time you sit down to do your social media planning you can run down this list and create a piece of content from each outline.
Need a little inspiration? Here’s a neat little graphic I use to decide what format I’m going to use on my channels, and I assign at least one format to each regular piece of content I’m going to be sharing from my Values section.
Et voila! One complete social media strategy and style guide. Professional, helpful and detailed.
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