Storytelling Through Social Media
How does an organization find its unique voice on social media?
The Challenge
A life-affirming organization needed help with a strategic approach to reaching their audience on social media that would be authentic to their goals and mission, while also helping them break through the noise. We sprang into action, determining what was needed to help this brand effectively reach their audience.
The PROCESS
First, we established a clear brand voice and tone that could accurately reflect the organization. We then focused on creating content that would ultimately provide an ingredient often missing for brands— consistency. We determined the topics and types of content the brand is best fit to continually publish, incorporating critical nuances of their industry and why their followers were interested in the organization in the first place.
These questions guided our strategy and became the lens through which we assessed each piece of suggested content:
What is this brand’s unique voice and tone?
Is this social media post consistent with the rest of this brand’s communications?
Is this content something this brand’s followers want, need or expect from the organization?
Is there an opportunity to inform this brand’s followers about something that will inspire them to take action?
How can this brand tell an engaging story that’s never been told before?
This process led us to four areas of content that would become the backbone of all social media activity for the brand moving forward. For this brand, personal testimonies with specific and powerful details, as well as data with facts and stats that would inspire action were incredibly important in shaping content.
We focused on timing when it came to all social media content, using not only industry standards but relevant and specific analytics from the brand’s social media profiles to determine the most ideal time for their content. We crafted scheduled posts that hit on each of the different areas of content to provide a consistent and structured approach. We also provided counsel so the organization could react in real-time to current events and news to provide relevant content. Analytics ultimately helped us make necessary updates and adjustments to content and timing so this brand had a better chance of reaching and growing its audience.
The results
Partnering with Guardian provided this organization a fresh opportunity to reach its audiences with consistent, relevant and inspiring content. Using analytics and data alongside communications strategy, we helped them step up their game, grow their audience and establish a unique brand across social platforms.