When I was tasked with mentoring a new Social Media Specialist, I put together a list of tips to help them get started. I’ve since expanded on those initial ideas to create a more comprehensive guideline that I’m sharing with you now. I’m still learning as I go and don’t consider myself an expert, so if you have any additional advice or insights, I’d love to hear them in the comments. Let’s learn from each other.
Getting Started
When launching a new social media page, the first posts should focus on answering three key questions: Who, What, and Where. I always begin by thoroughly researching the brand. I not only explore their website but also look at any other online content to uncover both positive and negative feedback. This helps me understand the brand's overall reputation and makes it easier to answer these key questions.
The initial posts serve as the "get-to-know" phase, so there's no need to highlight specific products or services just yet. Instead, focus on introducing the brand with a few posts that include a call to action.
- Who: Introduce the brand and emphasize what sets it apart.
- What: Describe the product or service and explain what the page is all about.
- Where: Let the audience know where they can find the brand, whether it’s online, in a physical store, or both.
Content Creation
Content Bucket. To ensure a smooth and efficient content creation process, it's helpful to establish a content bucket that can serve as your guide. Keep in mind that each account is unique, and content strategies should be tailored to fit the client's preferences. Some clients may prefer a more product-centric approach, while others might be open to more playful or engaging content like memes.
Whenever I take on a new account, my first step is to review their existing content (if they have an established presence) or check in with our counterparts to understand their current approach. This helps me assess what has been working and what might be acceptable for future posts. From there, I create an initial content calendar based on my observations, ensuring that it aligns with the brand’s tone and goals.
Here’s a breakdown of content buckets that can guide your strategy:
- Product Posts: Showcase the products or services the brand is offering, highlighting their unique features and benefits.
- Brand Awareness: Share content that introduces the brand’s story, values, and advocacies to build a deeper connection with the audience.
- Promotions: Announce any special offers, sales, or limited-time promotions to encourage customer engagement and conversions.
- Customer Testimonials: Post reviews or success stories from satisfied customers to build trust and social proof.
- Commemorative Greetings: Celebrate holidays, awareness days, or significant milestones to connect with the audience on a personal level. Don’t forget to keep an eye on industry-specific events that may also be relevant to your community.
- Educational Content: Provide valuable insights and useful information to your audience through various formats such as graphics, infographics, or short videos. These can include industry tips, how-to guides, or explanations of key concepts related to the brand’s field. This content helps position the brand as an authority and a resource for their community.
By organizing content into these categories, you'll have a clearer structure for your posting schedule while ensuring that your approach remains dynamic, diverse, and aligned with the brand’s objectives.
Pro Tip! Take the time to truly understand your products. This knowledge won’t just impress your clients, it will also make a huge difference when you're creating content. The more you know about the features and benefits of what you're promoting, the easier it becomes to craft engaging, authentic posts. Plus, it will be incredibly valuable when handling customer inquiries or making personalized recommendations. Being well-versed in your offerings helps you provide better service and build trust with your audience.
Copywriting can feel like a breeze at first, especially when you have a variety of products and services to write about. But as you continue creating content, you may eventually hit a point where you run out of fresh ways to express the same message. This is where I recommend having a solid toolkit to keep things engaging and creative. One of the most important skills to develop as a content creator is knowing how to diversify your language—finding different ways to say the same thing.
Here’s where tools like a Thesaurus become invaluable. By using a variety of adjectives and synonyms, you can keep your posts fresh and engaging. The ability to express yourself in different ways is crucial for long-term success in content creation. Thankfully, in today’s digital age, we have a range of helpful tools to enhance our writing and ensure it’s polished:
- ChatGPT: I use this tool to refine and improve my copy. While I still write all my content, ChatGPT helps me adjust the tone and make sure it resonates with the target audience, whether that’s tweaking the language to sound more youthful or professional.
- Grammarly: For anyone who needs to ensure their grammar is on point, especially when dealing with clients who are detail-oriented, Grammarly is a lifesaver. It catches errors that might slip through and ensures the copy is polished and professional.
- Thesaurus: I've been using a Thesaurus since I was a teenager, and it's only gotten better with time. It's a great way to expand your vocabulary and keep your writing fresh.
By using these tools, you can maintain a consistent and professional tone, while still keeping your content dynamic and engaging. In the world of content creation, this combination of creativity and precision will help you stand out and ensure your content remains effective and compelling.
Whether you’re just starting out or looking to sharpen your approach, I hope these tips and tools help you navigate the ever-changing world of social media with more clarity and confidence. Remember, social media isn’t just about posting—it’s about building genuine connections and creating content that resonates. As we all continue learning and growing, don’t hesitate to share your own insights in the comments. After all, collaboration is one of the best ways to stay ahead in this field!