Social media strategy and planning
Developing your strategy
When you begin working with us we set up a first meeting to learn more about your work, and your objectives, and to discuss an effective strategy. Together, we’ll talk about things like:
- Who you’re trying to reach using social media.
- Your timescale and potential posting frequency.
- The kind of content you have at your disposal: selected quotations, data, images, video, insights, incentives, offers, and so on.
- Your tone of voice. How should you sound on social media?
- What your competitors do well, and do badly.
- How your website will echo your social media presence.
- How success for your campaign will be measured.
As with all strategy, we’ll discuss how things are going in our monthly meeting with you and might suggest tweaks where we think improvements can be made to raise engagement with your audience.
Planning a schedule
Once we have a strategy agreed between us, we’ll consider how often you’d like to post (frequency) and how long you have to run your campaign. This helps us build a schedule for your posts and sets your expectations for visibility on your chosen platforms.
Whilst a schedule is essential, we don’t treat it as sacred. When surprise events do pop up, we’ll create ad hoc posts to ensure you capitalise on them. For example, you might have a radio interview arranged at very short notice, which should obviously be posted, both before and afterwards. Or you might want to respond quickly to news or discoveries in your field that you didn’t see coming.
“Clare is the best! Reliable, responsive, and creative.
Highly recommended.”
Scott D Anthony
Professor of Business Administration,
Dartmouth College
Content creation and posting
Creating your posts
Got an upcoming book, speaking tour, or new product launch? That gives us a deep source of content to post about. And even if there’s nothing new on the horizon, you’ll probably have a legacy of material that is your own, and is still of value in your field or market. It’s not until you (and we) begin looking that you discover you have more to say than you first imagined.
Everything we post on your behalf is crafted by hand, using your branding, from scratch — nothing is automated or generated by AI. These are your messages, and they should be your material, and sound just like you speaking to your audience. Automation leads to generic content, and social media users can spot it a mile away.
Posting to the world
As we said above, we’ll post to your schedule, and only go off-schedule if circumstances dictate, but you’ll see all your posts in our social media scheduling software where you can reject, query, and approve everything before it’s out in the world.
Nothing goes public without your knowledge.
“Clare brings an order and rhythm to my social media, and her clear, approachable manner makes it easy to discuss and identify what to do, and how to do it. Her support is invaluable to my business — knowing she is there when I need her allows me to be more productive in other ways.”
Fiona de Lys
Colour consultant, speaker & trainer
