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A social media campaign needs more than good content and attractive designs.
Before launching a campaign, I think about five important things:
→ Goal: What do we want to achieve?
→ Audience: Who are we trying to reach?
→ Message: What do we want people to understand?
→ Distribution: How will the content reach them?
→ Measurement: How will we know what's working?
Each part has a role to play.
Without a clear goal, it's easy to create content that looks good but doesn't support the business.
Don't just create a campaign. Build it around an objective.
Exactly. A clear objective gives every part of the campaign direction and purpose.
Exactly. A clear objective gives every part of the campaign direction and purpose.
Well said. When strategy comes first, the content has a much clearer purpose.
This is so true! I just tested Boost Post vs Real Campaign for a cafe in USA — Boost gave 0 customers in 02 Dollar , Real Ad gave 54 viewers in 1 Dollar . Boost is dead!
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on Saturday i got to speak on social media & content strategy at my first IRL event 🥹
i'm still processing all the emotions but it was amazing to speak at The Retreat by FWDHer.
in my session i talked to the women founders about building a content strategy you can actually sustain.
we went through an exercise to help them ideate content ideas by starting with a "thesis" that helps ground their useful content & then commit to a repeatable practice rhythm
then we moved on to how to execute that useful content using different production levels in mind:
🌱high effort: think an edited video or designed carousel)
🌱medium effort: think a one-take video, repurposed video, picture carousel/photo dump or text or graphic photo + caption)
🌱low effort: think photo with caption, short text post or simple story)
your content shouldn't be built on high-effort posts alone. a mix of effort levels and repurposing is what keeps it sustainable.
the takeaway i left them with: you don't need to post every day. you need one idea, three ways to use it (teach, prove, invite), and a rhythm you can return to when the week gets busy.
this was my first time speaking/teaching like this IRL, and it reinforced what i believe about content: it works best as a practice, not a pressure. 🌻
if you're planning a retreat, workshop, or event and want a speaker on social media & content strategy, i'd love to talk.
and if you're a founder or brand that needs a strategist to build a content practice you can actually sustain, you can book time with me here: https://contra.com/s/m6ZFFBev-the-consult-a-single-strategy-session
A content calendar can tell you what to post.
But good social media management goes beyond that.
You also need to know:
→ When to publish
→ How to respond to your audience
→ What content is performing
→ What needs to be improved
→ What should be created next
That's why I see social media management as an ongoing process, not just scheduling posts.
Plan the content. Manage the platform. Learn from the data. Improve the next post.
Exactly. Good social media management is about constantly learning from the data and improving the next move.
what does a social media strategist do that differs from a social media manager? i'm so glad you asked!
i just shared what scope of work looked like for the 3isfor team when I served as their social media strategist working alongside their social media manager & creative director.
Good work
