by Vilie Farah

Created on: January 28, 2011   Last Updated: March 04, 2012

A social media campaign can be carried out in an attempt to achieve various goals. Social media have tremendous potential in terms of company or website marketing, expansion of a social network, interaction with prospective partners or increased brand recognition.

To meet these goals, a companies or individuals need to come up with a social media content strategy. The information uploaded has to be selected in accordance to preliminary planned goals.

A social media content strategy is easy to put together. The process involves several basic steps, some brainstorming and research. Doing this homework is essential in terms of achieving the goals of the campaign.

• Knowing the audience 

The type of content and the tone selected are entirely dependent on the target audience.

If the social media campaign targets younger individuals, the tone should be more frivolous and the content should appeal to an energetic and knowledgeable audience. In case the aim of the campaign is professional growth, the content should demonstrate know-how and professionalism.

Analyzing the audience and knowing what it likes and wants is of crucial importance. Content is created to appeal to a certain group of people. General text or multimedia will rarely do miracles in terms of achieving a specific goal.

• Type of response 

The next factor that will affect the social media content is the type of response expected from the audience.

If people are to discover a website and the goal of the campaign is traffic increase, the content should be curious and leaving some questions unanswered. A degree of mystery will stimulate people to follow a link and find out more about the topic.

Brand awareness will demand a different type of text. To memorize the name of a company or a product, people need to associate it to something positive. In such instances, the content could be a video or an application that features a logo or a popular slogan.

Content that is designed to increase interaction should provoke and stimulate people to express their opinion. It should be open-ended, so that it increases the chance of a discussion taking place.

•  Keeping it interactive 

Social media content needs to be diversified and constantly updated to grab and maintain the interest of the audience.

When planning content, keep in mind that the process will be a long-term one. A single, brilliant piece will probably get people intrigued but if a follow-up is not uploaded soon, they will

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