It’s almost impossible these days to run a business or campaign without a social media presence. There are a million resources that go into everything from proper photography to gaming the algorithm. Here at Which Side, we believe that success starts with a captivating idea. Without an idea that stands out among the millions online, no amount of flashy bells and whistles will make you last.
So, what steps do we suggest you take to make your social media shine?
Step 1: Ideas and message
Whether you’re running for Senate or offering landscaping in your community, there’s a piece that ties all your work together. The first, and most crucial step, is to find out what that is. It starts with three questions:
- What problem are you (or your product/service) solving?
- How are you fixing the problem?
- Why is solving this problem a priority to you?
For example, if you’re running for city council because you believe maintenance of public spaces is a problem, you have to be more specific. How does this affect residents negatively? What’s your plan to expand and improve the park and the community center? Why should people buy into your campaign?
Step 2: Creating the content
Whether it’s short-form text or short-form video, it’s time to break up your message and start creating scripts. With your voice, values, and selling points, you now have to think of a range of ways to express your message that resonates with the people you want to reach. A TikTok has to be short and snappy, while a blog entry has to be more fleshed out.
It’s especially important to have some idea of who your target audience is, and the more particular you are about that the better. What issues are top of mind for them? Where do they get their information? What demographics do they fall under and how does that change how they are affected by the issue you want to solve.
Using the example, do the people you’re aiming at prioritize:
- a nice-looking neighborhood,
- environmental concerns,
- or do they just want more of the town’s money spent on things that improve their life?
Step 3: Editing, refining, and posting
You have your core concept and a variety of ways to express it that’ll reach the people you want. There are two key hurdles ahead of you: editing what you have so it makes sense, looks good, and can meet the moment. That’s really about making sure that everything is concise and fits the message and medium.
You will also need a lot of content to work with, so you aren’t caught flat-footed when your message is relevant (say, a small park is going to be turned into a parking lot). If your main focus is social media, you need consistency to avoid being buried by algorithms. There’s always a new, flashy distraction, so your main goal is to have staying power.
People often over-emphasize outreach and making a splash, but that alone can’t give you lasting success. Marketing is at its core a form of communication, and the best communication is clear, targeted, and consistent.
What do you think is a 101 concept for building a campaign? Any positive (or negative) examples? Comment below!
Need some help with your messaging? Check out our Mass Communication services!
