The document outlines a 4-step process for creating a social content plan:
1. Segment audiences and platforms by developing audience personas and choosing relevant platforms.
2. Identify the context mix by determining topic areas and content types.
3. Optimize content formatting using various visual media types, partnerships, calls to action, and curation.
4. Create content calendars by planning content delivery over time while considering timeliness and best practices.
Data For Policy Influence: How to Manage, Distribute, and Present Your Data
Create a Social Content Plan in 4 Steps
1. BREAK THROUGH THE CLUTTER
Create a Social Content Plan in Four Steps
November 13, 2012
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15. Modern communication model
•Who
is
most
interested
in
•What
pla8orms
will
you
•What
are
you
goals?
your
brand? use
to
tell
your
story?
•What
are
your
users
•Why
do
they
care? •What
messages
are
most
goals?
relevant?
•What
mo3vates
them?
•How
can
you
adapt
for
•What
role
does
your
brand
modern
media
play
in
their
life? consump3on?
20. How is social media content like taste buds?
I
want
to
be
educated
I
want
to
be
shocked
I
need
convincing
I
want
to
laugh
I
want
to
be
inspired
I
am
curious
27. Content topics
What
are
you
pos-ng
about?
Standard
topics
Specialty
topics
Campaigns
and
events
28. Content types
How
are
you
pos-ng
about
it?
Educa?onal
Entertaining
Engaging
Inspiring
Calls
to
ac?on
Randomness
29. Social content matrix
Types
Educa-onal Engaging Inspira-onal Call
to
ac-on
Global
Health Infographic
The
malaria
vaccine
Topics
documen-ng
top
will
be
ready
soon!
malaria-‐ridden
Sign
up
for
more
countries alerts!
Educa-on
A
blackboard
with
a
child
wri-ng:
Reform How
will
you
improve
my
educa-on?
Obesity
Specialty
Contest:
Showcasing
states
Download
our
30-‐ or
coun-es
that
Preven-on day
nutri8on
guide
have
reached
a
and
pin
pics
of
your
milestone
with
an
favorite
meal. image
to
support.
53. Timeliness
Consider
your
audience’s
geographic
distribu?on
Know
that
each
pla=orm
is
unique
Heed
best
prac?ces
Measure
and
test,
test
and
measure
Breathe!
55. Steps at a glance
1.Segment
audiences
and
pla=orms
2.Iden?fy
the
context
mix
3.Op?mize
the
content
formaCng
4.Create
content
calendars
56. Questions?
Laura Kisailus
lkisailus@forumone.com
Resources
forumone.com/Clutter
Editor's Notes
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not one size fits all, but tells the complete story when viewed comprehensively \n
Recently, Facebook page announced owners with more than 5,000 fans will soon have access to advanced post targeting options including age, gender, relationship status and education.\n
The center should be a platform you own and control.  Your website should have a domain name that you own.  Building a long-term web presence on a social media site where you don’t control the terms of service can be costly.  Remember a few years ago when MySpace was the greatest thing going?  Although still in use, it is not as popular today. What if you built your presence mainly there? With the constant changes in the social media arena, it is important to also link back to your hub where you decide the content and the presentation.\nSearch is really important.  Very few people still pull out the paper phone book to look for products and services. People may find out about you from Twitter or Facebook or word-of-mouth, but they still Google you as well.  Google is the number one place consumers look online for information about a local business, and Google’s market share of US search was over 66% as of February 2012.  Your business has to be found on Google and your website (with content that is regularly updated) is the best way to make sure that happens. Your content on social media is important for customer engagement and can increase your website’s ranking, but if your primary content is only on social media sites or in email lists it is not as visible to Google and new customers won’t find you.\nYou have more flexibility in your social media strategy.  Rather than try to get all social media platforms started at once, I recommend you choose one or two to start with. As necessary, you can add spokes as you get more comfortable with social media and start to see results. You can experiment with new platforms like Pinterest or Instagram if that is where your customers are. You can abandon spokes which do not deliver results for your goals without having to redo your whole strategy.\nIt easier to coordinate your message across the various social media platforms using a hub and spoke system.  You don’t want to repeat the exact same content on each platform, but neither do you want to create silos of information that are not related.  In an upcoming post I’ll talk further about using an editorial calendar to also help with this coordination.\n
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Establish your voice before you tell your story…\n
buffet table, not something for everyone, make it intentional\n
Education: how-to guides, facts, interviews\nEntertainment: humor, action, drama\nEngagement: questions, trivia, real world events\nInspiration: success stories, quotations, milestones\nCalls to action: do this now\nRandomness: impromptu posting\n
Education: how-to guides, facts, interviews\nEntertainment: humor, action, drama\nEngagement: questions, trivia, real world events\nInspiration: success stories, quotations, milestones\nCalls to action: do this now\nRandomness: impromptu posting\n
Once we know what the themes of our content will be the next step is understanding how we will bring it life through the various mediums. Think of content as an object that can communicate the same message in a number of different formats.\nFor example research report used to educate your target audience could be provided as a blog post (or series of blog posts), a white paper, a slide show and even a video.\n
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Once we know what the themes of our content will be the next step is understanding how we will bring it life through the various mediums. Think of content as an object that can communicate the same message in a number of different formats.\nFor example research report used to educate your target audience could be provided as a blog post (or series of blog posts), a white paper, a slide show and even a video.\n
Once we know what the themes of our content will be the next step is understanding how we will bring it life through the various mediums. Think of content as an object that can communicate the same message in a number of different formats.\nFor example research report used to educate your target audience could be provided as a blog post (or series of blog posts), a white paper, a slide show and even a video.\n
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Once we know what the themes of our content will be the next step is understanding how we will bring it life through the various mediums. Think of content as an object that can communicate the same message in a number of different formats.\nFor example research report used to educate your target audience could be provided as a blog post (or series of blog posts), a white paper, a slide show and even a video.\n
Path scored a homerun here, garnering more than the usual likes and shares. Usually <50 likes\n
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&#x2013; curiosity, thirst for more content\n
Brand promise\n
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Brand promise\n
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Now we have our conversation topics (content themes) and we know how we are going to communicate them (content assets) the final step is developing a content schedule as to when, where and how we are going to distribute them.\nWe&#x2019;ve found simple is usually best for this and a simple calendar that highlights when each content asset will be distributed works best.\n&#xA0;\nmapping of relevant events, marketing efforts, holiday specials\n
Now we have our conversation topics (content themes) and we know how we are going to communicate them (content assets) the final step is developing a content schedule as to when, where and how we are going to distribute them.\nWe&#x2019;ve found simple is usually best for this and a simple calendar that highlights when each content asset will be distributed works best.\n&#xA0;\nmapping of relevant events, marketing efforts, holiday specials\n
Now we have our conversation topics (content themes) and we know how we are going to communicate them (content assets) the final step is developing a content schedule as to when, where and how we are going to distribute them.\nWe&#x2019;ve found simple is usually best for this and a simple calendar that highlights when each content asset will be distributed works best.\n&#xA0;\nmapping of relevant events, marketing efforts, holiday specials\n