From “what do we post today?” to a strategy

Many brands are on social media because “you have to be”. The result is a calendar of disconnected posts, with no criteria and little response. There is a more orderly way, and it starts with a short document.

A content guide

It defines four things: content pillars, formats, tone and editorial calendar. Pillars are the big topics the brand talks about. For example: showing how it works, explaining what it knows, showing the team and answering questions. With that, the daily question “what do we post today?” has an answer.

Content that adds value

Brand content works when people want to consume it: formats, series and pieces designed for each network and community. It adds value instead of interrupting, and it builds up over time.

Working with creators

To choose a profile, check four things:

• That their audience resembles the brand’s.
• That they talk about related topics with credibility.
• That the format fits the message.
• That the collaboration is clear to the public, checking the advertising rules that apply.

Community, not just audience

Managing a community means answering in a consistent voice, keeping conversations going and building bonds. It is daily work and it is also where the brand shows itself as it is.

Measure to learn

Choose a few metrics tied to the goal and review them each month in a short report: what worked, what didn’t and what to try next month. Data guides decisions; creativity guides content.

At Hommu we work on brand, digital and technology from the same table. If you want to talk about it, write to us.