Written by Frank Cristiano on July 19, 2012
in Content Strategy

Many brands treat their social media content like a scene from a 17th century play. It’s the classic Shakespearean soliloquy, where a character speaks to himself out loud. This worked well 300 years ago… not so much today.

Facebook has become the prime venue for this type of discourse. Many brands believe the daily content they provide engages customers in a dialogue – the reality is that all too often those fans just aren’t listening. That’s usually because what the brands are saying isn’t relevant to them.

So how can marketers deliver relevant social content and stop their brand from talking to themselves?

Here are four easy steps to get your social media strategy on track:

1. Use Facebook insights.
Facebook provides free insights to help you better understand your fan base and what they do on your page. Facebook arms marketers with audience profiles, key demographics and statistics regarding individual posts and engagement levels. Most importantly, these stats allow you to make informed content decisions. To find out how that Bea Arthur meme, or new update performed. To make it even easier, they’ve added a mobile app specifically designed for those who manage multiple pages.

2. See where the ground swell is.
As Forrester Research argues, you have to understand how your customers interact online before you can make strategic decisions about social media. Start by assessing your target audience’s social techno graphic profile. Ask yourself honestly, does it even make sense for your brand to be on Facebook?

3. Set out clear objectives.
This is your opportunity to be realistic. Remember, this is Facebook and not your retail location. Think awareness, or perhaps lead generation. Without clear objectives you can quickly become frustrated with this platform. Tie your goals to key performance indicators, such as responses from solid leads.

4. Think content strategy.
Steer clear of developing wall posts or videos for the time being. Instead, arm your team with an editorial platform that outlines everything from tone and voice through to governance. Think of the editorial platform as your blueprint. Also, use this as an opportunity to develop an editorial calendar so you’ll know well in advance what your communication plan looks like and how it fits in with the rest of your content eco-system. Remember if you plan to use content curation (which you should) you have to plan who will obtain content, and from what sources.

If you manage a Facebook brand page and believe that you can continue on without addressing the above items, just remember the fate of Shakespeare’s Hamlet, Othello and Macbeth – they made soliloquies famous, don’t you do the same.

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