“Our business just joined Twitter and we have 2,000 followers but have no idea in hell what we are doing.”
“Our college started a Facebook public profile and have hundreds of kids as fans, now what?”
Don’t fret – you aren’t in a bad place. It’s time to turn that frustrating sigh into a smiling hurray as the chance to capitalize on the opportunities to develop relationships is about to mount the horse. You aren’t the Purple Cow in the corn field, but you do have an engaged audience that is looking to connect and develop a conversation.
In order to have a conversation, you need content. Not just any content, but rather content your audience wants to listen to. Talking about a great deal or workshop you have going on is something they can find out by going to your website. Don’t spend your time on social networking sites by trying to sell, but rather by developing a one-on-one conversation for your organization to have. This means creating a content strategy.
After working with a few colleges and business, I’ve learned it comes down to fundamentals and making sure that someone is taking charge in formalizing a strategy, answering six questions and staying on top of your content calendar. Because at the end of the day, people are looking for content they want to read and converse about, along with consistency from those people.
Grab your team, go in your conference room and answer the following six questions:
- Who is your audience? Are there different profiles?
- What do these profiles want to talk about or receive information on?
- Who is the voice of the organization?
- How will you respond?
- What does success look like?
- Have you created your content Accountabilibuddy – aka your content calendar?
Make sure you walk away with a calendar for the next two months to hold your organization accountable for posting content and responding to the conversations.