Identifying the north star

Without a north star, it’s impossible to have significant impact through social media. Together, the brand mission and business goals should be the guiding light that informs your social media strategy and the way you engage with your community. If you haven’t determined your north star, it’s important to work with leadership and key marketing stakeholders to do so, before creating your social media strategy.

Building the strategy

Social media channels are the frontline of any brand. Understandably, many stakeholders—from executives to copywriters to product managers—want to be involved. Creating a cohesive social media strategy is the first step that should be taken to bring all these stakeholders together. The strategy then acts as a single source of truth that the entire team can rally behind to elevate the brand’s social media presence. It also gives the social media marketer leverage to drive everyone back towards the key thing that unites them: business goals.

Telling the story

There is a single story that is unique to your brand. It might be a story about your customers or your employees. It might be a story about how your organization came to be and why it continues to forge ahead. Telling this story humanizes your brand and communicates what it is that sets your brand apart. Carefully crafted social media campaigns built around this story will build a deeper connection with your customers around the world.

Creating a movement

Community is a feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals. Your social media followers, super fans, and influencers have followed and engaged with you because of this sense of community. And, in most cases, they are ready to use their voices to support your cause. All it takes to activate those voices is a little love. Highlighting community members, supporting their endeavors, taking time to talk and build relationships, and creating free resources are just a few great places to start.