This insights post is a summary of social media published by Alurralde, Jasper + Asoc. Follow the conversation on LinkedIn and Instagram.
“What should we post this month?” It’s a necessary question for any brand. But according to the Digital Hub team at Worldcom partner Alurralde, Jasper + Asoc., it shouldn’t be the first one.
Before planning a content calendar, it pays to step back and think about which conversations make sense to join, what the community is saying and what each piece of content should achieve. A social media strategy isn’t built from a calendar alone. It also means listening, interpreting and making decisions based on what happens before, during and after publishing.
AJ’s Digital Hub works from that perspective, combining strategy, creativity, listening and analysis to build a digital presence with purpose. The team suggests three questions to ask first.
- Does it make sense for the brand to join this conversation?
Not every trend is right for every brand. The opportunity lies in spotting the ones that connect with the brand’s agenda, its goals and the interests of its audience. - What is the community telling us?
Comments, questions and conversations are information too. Paying attention to these interactions helps brands understand what interests, worries or motivates people. - What do we want to achieve with this content?
Goals determine which metrics to track. Those results then show what is working, what needs adjusting and where to go next.
Behind every piece of content, there is a communication decision. Creating, listening, measuring and learning are all part of building a digital presence with purpose.
What’s the first question you ask before you publish? Give you input on the Alurralde, Jasper + Asoc social channels at LinkedIn and Instagram.
