Where to extract contents for social networks
A frequent question, that is asked during client meetings concerning social networks, is where to get content for individual channels. Social networks are not supposed to be mere recycling of brochures and commercial materials but added value to existent communication.
Content strategy for social networks is very specific for each branch and business, despite that, I will try to describe several principles that are valid across branches. They fall more into the B2B area, however, certain inspiration can be drawn from them even for B2C communication.
Who are you going to talk to?
A content strategy concept has to be necessarily preceded by consideration over who are you going to communicate with on social networks. On our profiles (, , ), we primarily address our current or formal co-workers, wider circle of friends and business partners and professionals from areas relevant to web integration. Consequently, we aim at potential job applicants.
After this quick consideration, we publish a content that demonstrates things from the backstage of Lundergaard and presents us in a very informal light. At the same time, we publish about technical topics and show processes backgrounds.
Common mistake following this step is application of one content strategy on all social network profiles. The same story is published on Facebook, Twitter, LinkedIn and other channels. Content strategy can and is supposed to be common for all media, nevertheless, individual outcomes should be specific for particular social network. Facebook allows you to use longer texts and, for example, to upload videos directly, while Twitter only allows 140 characters and you cannot upload video there. The worst possible option is frequent referencing on Twitter stories published on Facebook.
Apart from technical factors and allowed media formats, what also goes into speculation is who actually uses particular social networks. While on Twitter and Facebook we can communicate very informally, we are businesslike on LinkedIn. On Facebook, we show how the interiors look like, what we are doing at the moment, on LinkedIn, we post significant accomplishments and address professionals.
This, of course, is not something that could be carved in stone. Social networks are not a homogeneous whole, many groups of users use them and it is the content strategy (and goals based on it) that is to answer which of these groups you are going to address.
It is thus necessary to partition the target audience, that you want to address, on level of individual channels. At your disposal there are many infographics, however, nothing can replace "sense of smell and intuition" that you gain by using - not just personal - individual social networks.
Where to get the content?
Sources for the content are individual for each business and they mostly come from existent materials. At Lundegaard, our source is our know-how based on which we publish articles here on Web integration. Another frequent source is photos from our offices and events that we organise or take part in. While building publicly shared know-how takes time, you can share backstage information immediately. The most convenient thing is to delegate this to someone who often moves across the company. For us, it is our office manager and several individuals from different branches. They all have direct access to the profiles and they know what information it is possible to share publicly.
Bases can be also extracted from commercial materials, brochures, publications and other accessible sources. Before publishing, it is appropriate to adjust them for individual channels (when it comes to both content and format) or only to use already prepared information and transform it, for example, to the form of favourite infographics.
Finally, content plan that has two parts is drawn from accessible sources. One of the parts is planned, that would be blog content and pre-prepared stories, the second is variable, in our case, presented mainly by photos from the company environment.
Don't be afraid of trying
Don't be afraid of trying different kinds of content, even tones of communication. Social networks offer advanced analytic overviews according to which you can evaluate success of individual approaches and flexibly respond to current accomplishment.