On social media, you should never feel you’re winging it — even in moments of rapid response. Think through the different strands of content and plan themes, formats and language in advance.
We’ve put together a how-to on ensuring that your content is filled with fresh, engaging content that brings your audience in—and keeps them there. Let’s get into it.
We like to think about content in 3 buckets: awareness, engagement, and mobilization. Some examples of that content could look like…
Now that you know what your content looks like, here are a few tips and tricks of the trade:
Don’t be scared of difficult topics. In moments of crisis or flux, it’s important not to remain silent: this will only allow others to project their views onto you. This is a critical opportunity to cement awareness of your organizational values. Plan your cross-platform commentary in advance, then plan prompts, actions, and other content that tie in.
Don’t post identically worded/phrased content on every platform. Ensure that you’re speaking on the wavelength of that platform’s audience (e.g. more conversational for Instagram).
Stay Flexible. There may be occasions when you need to prioritize one bucket more than others (during a legislative drive or important transition): Plan ahead and ensure you restore the balance in the following weeks.
And lastly… Remember your ratios! A solid content calendar is comprised of 50%: Community Engagement, 20-30%: Awareness, and 20-30%: Mobilization.
We hope this answers your questions. If you’d like to download our how-to guide, click here.
Are you looking for more help with your social program? Get in touch.