4 Tips for a Perfect Social Media Channel Strategy

By: Jozefien Verhaeghe

April 10, 2013

channel strategy
community management

Community management: a series of blog posts – part 2

linksIn our previous blog post we discussed what exactly Community Management is. Now it’s time to dive into this subject a little deeper. The aim of Community Management is to create a closer relationship with your audience by interacting with them on different platforms, such as online fora, social media or blogs. So basically, this is a laid-back job where you just have to hang around on Facebook all day! Just kidding: good Community Management requires long-term planning and strategy.

Define a channel strategy

Still reading? Good! This means you are ready to invest some time and energy in your Community Management. But where do you start? One of the first things you should do is think about a good channel strategy, in which you define the channels you want your brand to be present on.

4 tips to set up a decent channel strategy:

  1. Choose those channels where your audience is already present. This sounds very obvious, but a lot of brands choose a certain platform because it’s cool (or ‘nice’ or ‘awesome’ or ‘fresh’ – just pick your favorite hipster word). This isn’t a good strategy of course, since you will then have to guide your audience towards this platform. Choosing the platform your audience is already using saves you lots of time and effort!
  2. Now think about how the channels you are going to use will be connected. A cross-medial approach usually works better since the channels can then reinforce each other. For instance, lots of people only land on a certain blog post because they saw it in their Twitter feed. When you write content for your blog, share it on the different social channels your brand is present on.
  3. When setting up your channel strategy you should also keep an eye on your resources. Managing multiple accounts takes time and manpower. Make sure you have enough resources available to manage the channels in an effective way.
  4. Last but not least: define clear goals per channel. Determine what you want to achieve and select the platforms where these objectives can be reached. Defining clear goals in advance makes measuring your results afterwards a whole lot easier. For instance, Facebook can be used as a platform to produce more engagement, whereas Twitter is often considered more appropriate for customer service. These goals should also be translated into a decent content strategy, but more on that in the next Community Management blog post ;-).

In the coming weeks we will be posting more blog posts on Community Management. If you want to learn more on content strategy and planning, tone of voice, crisis management and measuring ROI: keep an eye on our blog!

Community management: a series of blog posts: