All of us have social media accounts. And just like us, even brands as small as your local kirana store to large corporations like Coca Cola have a social media account too. But unlike most personal social media feeds which often dance to the tunes of impulsiveness, brands need a more structured, strategic and consistent approach while posting content. Only then can they drive their business goals like acquiring new leads, increasing follower count, increasing community engagement etc. Without a solid plan, they’d probably end up like a blog you started when you were a teenager but is now just gathering dust on the internet.
So with that caveat, let’s explore what goes behind the scenes to create that picture-perfect instagram grid or a blog that you religiously wait to read as soon as it drops into your mailbox.
- Gather Client Expectations
First things first, before you start posting for a client/brand, engage in a conversation with the client to know what their objectives are from their social feed. It could be to increase brand awareness, drive traffic to your website, increase sales via social media etc. For instance, if you want to drive traffic to your website, you could share discount codes on your social media handle, which are redeemable when customers shop from your website. Basically, your content varies depending upon what your business goal is.
2. Brainstorm Content Buckets And Ideas
After you know what the client is expecting (over a certain time horizon of course), you can start sorting your content buckets for the month, simultaneously working towards the client’s goal in the long run. Content buckets are topics that speak about different aspects of your business. If you’re launching a new product/feature, you could have an educational content bucket. If you want your users to have fun consuming your content, you could have an entertainment content bucket. These content buckets then enable you to trickle down into the ideas for each post. Here are a few content buckets from the some of our clients’ social media feed:
3. Create A Social Media Calendar
Once you have a rough idea about all the things you want to talk about and probably even granularized into individual post ideas, it’s time to put it all into the all-important social media calendar that the creatives abide by. You can create this as an excel sheet with the days of the month spanning across the columns and details of each post spanning across the rows. By details, I mean, various headers related to each post like which content bucket it is a part of, the post copy, the caption etc. Here’s a dummy social media template for your reference:
4. Make Sure You’re Resourced!
Great, if you’ve done everything upto this point, then it’s all about the execution of all your ideas. And if you thought content is your hero, then deadlines are the villains that will always be behind your back. Digital agencies often work on tight deadlines, and it is of paramount importance that you deliver content as promised to the client. Any backlog and delay will just snowball into arguments within your team or worse, with your client. So make sure you’re well resourced to deliver!
5. Track Execution
As the copywriters let their words loose, designers get the aesthetic and visual communication right, account managers liaise with the client for their feedback, you’ll want to stay updated as to how everything’s turning out. For this, you’d want to use a project management software like Trello where you can assign tasks to your team and track the progress of the tasks you’ve allocated.
6. Analyze And Strategise
Good job, your creatives are ready, the clients love it and you’re all set to post it and live happily ever after. Well, but if you really want to meet your client goals and constantly improve your metrics, you must analyze how your posts are performing. A lot of times, social media posts are also run as ads and you can track the performance of those ads through the Ad Manager on the platform itself. Look at what works, what doesn’t and plan your next cycle accordingly. And soon enough, with the right strategy, you can make your client’s social media feed explode!
Here’s a look at some of the Instagram grids we’ve created for our clients: