- Part 2 of 2 -
Using strategy to build your social presence is the key to creating audiences and communities that are interested, and stay interested, in your brand. Your strategy should focus on setting goals, developing a platform, curating and broadcasting content, and fostering relationships.
What is the point of having a message, a story or an idea if you don’t have a means of broadcasting, sharing and leveraging it to the right set of eyes and ears? There is no audience and no community without a platform to communicate from.
I mentioned in part 1 that, without a platform strategy, you just have a lot of undirected actions and content flying around with no purpose. The platform is the tool that we use to tell our stories – to inform, educate and entertain our audience and communities by exposing our humanity, ideas and wisdom to the like-minded. Strategy is the lighthouse that guides potentially interested followers to you. Your job is to find the best way to shine your light and guide them – the way they choose to be guided – to your brand and B2B content marketing or story telling.
Part 1 addressed your website as your most-important platform; your broadcasting hub. Your social presence begins there.
But to reach and resonate with a greater audience, you need to use additional platforms strategically. These platforms are as simple as email and texting, or more engaging, such as social media and blogging. When creating a strategy for a successful social presence, you need to begin to think like a storyteller and present/brand yourself as a media source.
Today, we are not only information connoisseurs; we are information curators. You are broadcasting and your audience is receiving, so you need to understand who is receiving and what they are interested in, and continue to provide them with exactly that. Each platform you look to employ needs its own strategy, but remember that strategy has to align with your core strategy and goals, based on your plan for your social presence and driven by your website and content marketing strategy.
This means using the same keywords, messages, graphics and analytical data where applicable, in the format that best fits the platform/tool and the audience or community’s expectations in receiving your information.
Identify your audience and use strategic planning to choose the platform (or multiple platforms) for communicating and interacting. For example, I only use Facebook for fostering personal relationships and communications. I use Twitter for both personal and professional sharing, but I only use LinkedIn for a professional social presence. My audiences and my messages are different in each of these platforms.
Keep in mind that any social media platform is all about interacting, not just about you talking and someone listening. That means you need to participate in group conversations, “like” other people’s posts, retweet and repost; that is: Pay it forward.
A few things to remember when building social platforms;
- Identify your space and audience.
- Determine the best platforms to reach that audience.
- Differentiate yourself/brand within that space.
- Engage your audiences in conversations and join other ones.
- Attract like-minded and interested followers by sharing your content and nurturing your relationship with your community.