You’ve gotten your feet wet in social media marketing. You’re blogging regularly and doing outreach on the best platforms for your audience. You may even have an outsourced social media writer or two on board with you.
Now it’s time to scale your efforts without sacrificing quality. It would be a shame to lose out on all of that goodwill that you’ve developed with your target audience, so you need to do it carefully. Here are some considerations as you step into scaling social media writing.
Focus on People – Not on Automation
Your first instinct with social media writing may be to find a tool that automates the process for you – and there are dozens out there for you. You can find tools to automatically post new blogs to Facebook or send out standard welcomes to new Twitter followers.
Before you hop on the automation band wagon, remember that social media is about connections and not automation. The time you spend setting up and optimizing your tool could be better spent on training a team member to handle questions and respond to comments in real time.
I’m all for tools that help you save time (like BufferApp) but automation isn’t a solution for scalability. Your social media writing is most effective when it’s engaged with your audience, and that doesn’t happen automatically. Ditch the automation and find the people to help you grow – self motivated, creative and problem solving people who will make your marketing life easier.
Define Roles and Responsibilities
Too many cooks spoil the soup! As you scale your social media writing team, have clear roles and responsibilities outlined so everyone knows what they should (and shouldn’t) do. Is your new Twitter manager in charge of the entire strategy or just posting and monitoring? Can your intern post to Facebook directly, or do their messages need to go through a copywriter first?
By creating senior and junior roles for your social media team, you can be sure that your team is on the same track, and the quality doesn’t suffer. This avoids any confusion over who should be doing what, and you can maintain a bird’s eye view of the entire social media writing process.
Develop a Clear Brand Story and Approach
Short of developing a successful cloning machine (mine still isn’t working), you’re going to need to get several people on the same page in order to scale successfully. Your social media writing process should be tested and perfected before you have to scale. After the initial period of testing out your approach on social media platforms, you should have a good idea of how to tell your brand’s story on social media.
Here’s where your social media style guide comes into play. Your style guide will unify the approach for your entire social media writing team. In addition mechanics of writing for each platform, share resources that will help your team understand your brand. Develop a list of thought leaders for your brand that they should follow. Refine your brand statement or motherhood story (whatever term appeals to you most).
Is your social media strategy a little like throwing spaghetti against the wall? There’s nothing that will get you more organized than scaling your social media efforts. You have to be very organized and use an editorial calendar for social media writing. You can plan out messaging for weeks ahead of time, while still leaving room for live responses.
With your editorial calendar, you can easily establish your social media writing strategy and then hand off the execution to a junior member of your team. You’re in charge of the vision, while they handle the day to day.
Have you scaled your social media writing or content marketing efforts? How do you handle the increased publishing needs while keeping your brand voice, the audience’s needs and best practices in mind?