Sometimes people who run social media accounts may find “content strategy” a daunting concept. It’s not. On the most basic level, it’s thinking about what’s important to your institution or organization (your “brand,” if you would), what’s happening in the world and how content may appear that provides a solution.
Consider the following:
- On Thursday, it snowed in Oswego. This isn’t exactly rare but the OMGWTFBBQ! posts showing snow — which pretty much all melted by the afternoon — put out a perception of polar bears hanging out in the quad. (That doesn’t happen until February.)
- The upcoming Friday through Sunday was Family and Friends Weekend, a big campuswide event we try to promote on social media various ways.
- One of our strengths, according to everyone from prospective students to alumni, is our scenic campus.
- Terms like “scrappy” and “resilient” often come up in describing our students. They are not the scions of privilege and many have to overcome obstacles to meet their goals. (And I love them for it.)
How can you wrap that all into a piece of content?
Simple: Grab the iPhone and wander outside. By Friday morning, the snow was long-gone and fall foliage remained. I took a few pictures of foliage, including some on the iPhone’s panorama function (which is simple but still confuses me) while composing copy addressing the above points in my head.
Here was the result, posted to Facebook and other social channels early Friday morning:
The copy read: “Even though the week brought a bit of snow, a bit of graupel and more than a bit of rain, we still have plenty of fall foliage to greet visitors when Family and Friends Weekend begins later today.” This addresses the weather (lest that was a concern for potential visitors), our upcoming event, our scenic beauty and the concept of resilience. (Graupel, btw, is a type of frozen precipitation and a great vocabulary word.) It garnered a pretty good 128 likes and 12 shares — plus we’ve since reused it as the page’s banner image, nearing 130 more likes.
Admittedly, not everything is that complicated in concept, but knowing what you represent and what’s happening are two main points as you consider what content to create and share.