As brands begin to shift a lot of their focus on digital marketing, it’s important to understand how to effectively implement social media strategy. There are many tools, apps and articles that you can toy around with, but here’s what I’ve learned. During my time here at Ohio State, I’ve been fortunate enough to gain valuable experience managing my sorority’s social media platforms. Throughout the past 3 years, I’ve learned what works and what doesn’t. Here are my top five tips for curating a successful and effective strategy for your company or brand.
1. Create a content calendar
Planning content in advance is key to successful digital marketing. Granted, sometimes if you’re covering an event live, you can post as it’s happening. Even in situations like this, you can draft or write the copy for the post in advance. However, the majority of content should be well planned out with copy written weeks or months in advance. Having a content calendar helps your brand maintain a consistent frequency of posts. From personal experience, your audience should hear from your brand at least two times a week. Setting a goal for frequency of posts can help to improve how often you post. Planning out your content in advance will ensure that you stay on top of this goal.
2. Create a shared folder for image and file sharing
Google Drive and Dropbox are great examples of free tools that are designed to store and share files. Managing thousands of photos can be challenging and overwhelming. Your camera roll is not the place to keep all of your brand’s content. It will easily become lost or mixed in with your personal photos. The most important part of managing social media is staying organized. Having a common place for people to submit content is extremely helpful.
3. Create a consistent aesthetic or feel
This step is the most important for building your brand’s identity. Audiences are more likely to follow your page if its aesthetic is consistent. This step is often overlooked, but it’s crucial for effective digital marketing. Choosing and focusing on a specific color palette is a great first step. If your brand budgets for marketing tools, considering investing in a filter or preset pack. Building this kind of brand consistency will set your brand apart from others by giving it a more professional look and feel.
4. Start using UNUM
UNUM is an Instagram scheduling app that will help your brand curate the perfect feed. Users are able to set up scheduling notifications, analyze insights, and pre-plan posts using the app’s free grid system. This app is the number one app I recommend for anyone managing a brand’s Instagram page. The grid feature allows you to shuffle photos around, curating the perfect look and feel for the best possible aesthetic. The order of your content can really matter. It’s important to switch up the kind of content your brand posts.
5. Humanize your brand by mixing up the type of content
There’s nothing worse than following a brand with bland content. Imagine following a company that only posts headshots with lengthy quotes. There are three types of shots to think about when capturing or curating content for your feed: detail shots, people shots, and set the scene shots. Examples of detail shots are things like decorations, apparel with your company’s logo, accessories, or any close up shot to give the audience a closer look. People shots are images of maybe two or three people interacting. These shots show the energy and movement happening in the event. Avoid still and posed images at all costs. Try to avoid giant group shots. The audience want to see your brand in action rather than seeing the CEO smiling with his or her hand on their hip. It’s much more interesting to see people in action. The last type of shot is of the scene. In film terms, this is the wide shot, which shows the whole room or entire group actively engaged. This type of content conveys the big picture of what’s going on. Having variety in your shots will make for a far more interesting feed. This is the best way to make your viewers feel like they were at the event. Showing the experience can help people feel like they’re part of the experience through social media.
Social media is a big part of connecting organizations to audiences. Creating a strong brand identity can influence the success of your brand. Businesses are focusing a large part of their social media strategy on Instagram because they’re able to share images, stories, and interact with their followers. Staying organized, planning in advance, curating a clean feed, creating a consistent aesthetic, and mixing up the type of images are my top fix tips for cleaning up your brand’s Instagram feed.
Meghan Pisters is a senior from Houston, TX. She is majoring in New Media and Communication Technology and minoring in Media Production and Analysis. She is an account associate for The PRactice, a member of PRSSA and the Marketing Director for the sorority Chi Omega where she oversees social media, apparel and banner designs. She would one day like to be a social media strategist for a creative agency or do work in production within the Entertainment industry.