Crafting An Effective Social Media Plan
Now and again, I am entrusted with the task of creating a social media plan for brands that I work on.
There is a lot of information and so much to analyze that sometimes it can be daunting to put together an effective communication plan.
This morning, I came across this very interesting article in the HBR blog by author Scott Edinger. And I wanted to capture my own interpretation of the same especially, from a brand’s perspective. So here is my take on the three elements for effective communication to craft a social media plan:
Ethos – Credibility or in the words of consumer, why do I care?
Pathos – Empathy or from a consumer’s viewpoint, why do I share?
Logos – Reasoning or from a consumer standpoint, what’s in it for me?
At the start of any brand communication plan, it is important to understand why a consumer would choose to believe in the brand. This is in part defined in the positioning of a brand. A positioning statement will define the target, the solution and the product with a compelling benefit.
The rational and emotional aspects of the positioning concept also help craft the social media plan.
Here is a template of a social media plan that I used for a brand that I work on.
Business Objective : Build a community loyal advocates.
Community Objective: Recognize those who are passionate about the brand.
Target – Adults (males and females) between the ages 21-35, who are tech- savvy, entrepreneurial and trendsetters.
Why do I care?
Ethos – or credibility. The reason to believe for this brand lay in the fact that the product was crafted using the best locally available ingredients and that the family that created the product was still involved in the production. There is more trust when there is transparency and with a family business that resonates more.
Why do I share?
Pathos – or empathy. A consumer would want to share information/content about this brand and the product because it is unique and hand-crafted. It satisfies consumers’ need to belong and curate their identities by introducing something new to their friends and connections.
What’s in it for me?
Logos – or reasoning. A consumer needs to have key benefits for following a brand and talking about it. This can be tangible or intangible.
In this case, it was the ability to connect personally with the other like minded individuals who were equally passionate about the brand and communicate with the family that owned the brand.
Brand Purpose – The reason why the brand exists? In this example, the brand’s purpose was to bring unrivalled experiences from the woods. It elevates the brand from the realm of tangible/rational benefit to personifying it as a curator of experiences.
Key Strategic Idea: In this case, I built the following statement to help define creative approach to the social media plan.
“Facilitate a community that will enable consumers to discover unique ideas to create memorable experiences.”
Brand Voice: It builds on the personality based on the brand purpose. The brand voice and tone help in developing content for ongoing engagement.
Discussion Topics or Content Buckets: These are key content categories that help with copy and image strategy.
Analytics: To rinse and repeat based on success
The key to a good social media plan are the three pillars of communication. What do you think, what is your approach to crafting an effective social media plan?