Social Media

The Text Version

Anyone can post to social media. But will they make an impact? Maybe not. The thing is, you can’t make people pay attention. They have to want to. Here's how that happens.

1. Know your audience

Communication doesn’t happen when you speak—it happens when you’re heard.

So you need to know what they want to hear:

What do they care about? What would be helpful? How do they think about things?

2. Find them where they are

Different social networks attract different kinds of people, doing different kinds of things.

To connect with your community, you need to know where they are—as well as the kinds of content, interactions, and timing that work best in each place.

3. Plan for the full scope

Posting is only part of it:

  • Listen to your community to see what they care about.
  • Engage with them to build relationships and share content.
  • Post based on what—and whom— you’ve come to know.
  • Analyze the results and apply what you learn.
  • We call it the "LEPA loop.”

4. Use power tools

Strategic social media requires software tools that are up to the job. You need to know:

  • What’s working
  • What isn’t
  • What to do next.

At a minimum, regularly check the free analytics that come with accounts on Facebook, Google, and other platforms. Learn from your impressions, likes, comments, and shares, so you can do better with your “LEPA Loop.” Then you might upgrade to inexpensive, all-in-one management tools like Hubspot or SproutSocial (which created the graph above), or if you’re going to go really deep, expensive and specialized ones, of which there are many.

5. Make content people want to share

You can’t make people share your content. But you can make content people want to share.

That means:

  • Stories (not just the facts)
  • Images (video can draw 10x more engagement)
  • Most of all: what matters to them.

6. Measure the results.

To learn more:

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