When it comes to creating social media content that grabs viewers and delivers results, it’s essential to start with the right question.
T.J. Barber, director of social media marketing and strategy at BET Networks, shared how she thinks about starting a new social media project with attendees at Ragan’s Social Media & Digital Virtual Conference on March 16. She advises to always start by asking:
“Are you creating content for the audience you have, the audience you want, or internal stakeholders?”
Barber explains why it’s important to get specific here: “I’ll get the question, ‘Do Black people actually watch that?’” she says. It’s a question she gets as a content creator for BET Networks that usually comes from someone who consumes social media themselves and is making the mistake of assuming that their experience on a platform is everyone else’s experience as well.
Answering the question “Who is this content for?” can help simplify your goals and identify important performance metrics.
Barber recommends taking a deep dive into the many factors that are influencing your reporting, or what she calls “analytics+.”