4 ways to improve your social media content strategy

Need help communicating with the communities you’ve built online? Follow these guidelines.

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With a few degrees of variation, most people will suggest you look at around a 90/10 ratio of engagement to static content on social channels. That means, if you post 20 tweets per day, you have roughly two opportunities to insert your own point-of-view into the stream.

Are you making the most of the static content you post on your channels? Are you using each piece as an opportunity to move towards achieving an objective, or are you just throwing words out there for the sake of posting something?

Here are four ways to begin to improve your social media content strategy:

Set goals

Launching a new social channel, or campaign on a channel, isn’t the end of the planning process. You should know, clearly, what you’re trying to achieve through your social media activity, and bear that in mind at all times. Sometimes high-level business goals may be a bit abstract, so distill down from those:

Business objectives -> communication objectives -> social media objectives

Tweak these depending on where social “sits” in your organization, but make sure these go up the ladder, and that the content you’re posting does the same.


Are you optimizing your content based on previous results? If not, you’re missing out on a huge opportunity.

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