Today I continued devising the social media strategy. It’s Saturday so I can work all day on my business. During weekdays my client requires me to be in “on call” during certain hours so I have to split my time between it and my business.
Yesterday I started creating the social media strategy and today I was going to continue.
Continuing an agenda
It was a lot to cover:
- Identify where is the target audience attention (which social media platforms they use)
- Define why I should use each platform
- Map the goals with specific platforms
- Prioritize social media platforms based on provided value (goals)
- Decide which platforms I want to be on
- Defining activities regarding specific platforms
- Evaluate time/value efficiency of these activities
- Define what kind of content I want to share on the platforms
- Define the promotion plan how the content will be distributed and why it would happen that particular way
- Synthesize the strategy into more actionable chunks
Right after looking at the agenda I figured that synthesizing the strategy (the last task from the list) shouldn’t be done tomorrow or even later. It’s always better to sleep on some thoughts. In general, time helps you notice the blind spots improve this kind of work.
Understanding the platforms
Jumping into another task. I realized that potential clients could be on every social platform that I had written yesterday. So I decided to move on with the tasks and get a better understanding of these platforms. That would definitely help in narrowing down my options.
After about 8 hours of work and a few iterations, I had prepared something tangible. Which social media platforms are worth my time and why.
At first, I defined “the why” behind every platform.
Next, I mapped my social media goals with the platforms to start prioritizing them.
That immediately showed me where my attention should go. But it didn’t show me where it shouldn’t go.
Platforms and value
So I started to think about the platforms which clearly provides the best value for me (personal blog and Facebook) in a context of providing value for my target audience – especially my potential clients.
Personal blog is the HUB
I figured out that putting my personal blog as the most important thing makes the most sense.
It would be a place where:
- most of the content would be (therefore it would provide the best value in terms of “positioning myself as an expert”)
- potential clients would land on other platforms.
Time vs Value
I draw a simple diagram that happened to answer all of my questions. How much time I need to spend on a platform vs how many clients I can acquire by doing it.
Looking at the diagram I started to think.
The position of the “youtube thing” was quite a disappointment but I might be wrong about its impact on the clients. It was too soon to tell. Just as the UX stack exchange. I figured it would be helpful for freelancers, but not so much for the potential clients.
Decision based on the time/value diagram
Based on this I decided:
- to do the youtube thing as I planned (the value of learning English is way more important to me that the time needed for creating content that might or might not be useful for the potential clients)
- UX stack exchange and answering questions have to go. At least at this stage of building my social media presence.
- to ditch Google+ as well. I don’t know much about the platform but I don’t hear any buzz around it so I believe I can spend my time more efficiently.
- ditch Reddit as well. I don’t believe potential clients look there for solutions to their problems. Also, users there hate self-promotion so it doesn’t serve any of my CURRENT purposes. In the future, I will definitely consider putting my attention on Reddit.
- deal with Designer news, Behance and dribble later.
Social media prioritization
I also prioritized the social media platforms by coloring the post-its. From red (most important) to pale yellow (less important). I decided to focus only on the ones that are in the circles. Funny thing was that my initial order of the platforms was very similar to the results of the diagram above. So I felt the importance of these platforms but couldn’t articulate them until I made a diagram.
Social media activities
Next thing is to define what I’m going to do on these social media platforms. It wasn’t difficult to finish, so after about 30 minutes I came upon something like this
I felt the next step, which is “evaluate time/value efficiency of these activities” was redundant. The diagram of social media platforms and their time/value efficiency was enough. Any activity didn’t change anything regarding the priority of selected platforms.
Defining the content
Defining what kind of content I want to share on the platforms was quite simple too. I knew for a long time what do I want to write about. So after 15 minutes, I had the results:
The only thing left for today was to create a promotion plan. Information about what kind of content I’m going to create and how these platforms can influence one another I came up with something like this
It was clear to me that most of the content is going to be created on the personal blog and Quora. That content can be redistributed to other platforms with few exceptions. Designer hangout Slack and Facebook personal account can’t use content prepared for personal blog and Quora, but other platforms can use the content created there.
Youtube doesn’t fit as good as the rest of the platforms, but I have long-term goals related to it, so I’ll continue recording videos.
I didn’t record the #005 video and for now, I’m putting a break on the vlog thing. There are more important things to do.
Plan for #007
Quite drained I just get one more thing to do. Plan the next day (#007).
- Do weekly planning
- Start setting up the personal blog
See you tomorrow.