Читать книгу Social Media - Carolyn Boyes - Страница 16

When someone clicks on your account on a social media channel you want them to find interesting content and keep browsing. Then you want them ideally to click on links to your website and other social media accounts. To achieve this you need to be interesting and relevant.

Do you have the knowhow and resources to post a lot of content frequently and consistently? You’ll need to.

What content do you have available right now? Unless you are starting a business from scratch you probably already have a lot of content out there that is usable but just in the wrong form. Check for any existing videos about your organization, product or even employees. It doesn’t matter if they are too long or dull for social media. You may be able to steal extracts or images and edit them into a different form. What about doing a mash-up of photos or bits of video to fun music?

Have you ever done any podcasts or written white papers? Have you taken photographs for annual reports or brochures? You probably already have more content than you realize. What about articles journalists have written about you? Do you have any testimonials from happy customers? Gather them all up.

one minute wonder Keep an ongoing database of your assets. Inventory them on a spreadsheet with headings divided up by topic and type, e.g. photograph, video, etc. Decide where you will use the content. Put an editorial calendar in place with clear deadlines.

Inventory your assets and see what you can revamp, edit and leverage into content for social media. If it is not suitable for now, simply archive it. Even that 1970s film of the employees in old-fashioned clothes may be fun to pull out for the anniversary of the founding of the company. You’re only limited by your own creativity and imagination.

Inventory your assets and see what is usable for multimedia content.