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How do you use social media to build trust and credibility with your stakeholders and audiences?

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Content strategy for social media is more than just posting updates and engaging with followers. It's a way to communicate your brand values, showcase your expertise, and build trust and credibility with your stakeholders and audiences. In this article, we'll share some tips on how to create and implement a content strategy for social media that aligns with your corporate communications goals and objectives.

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1 Know your audience

Before you create any content, you need to know who you're talking to and what they care about. Research your target audience segments and personas, and understand their pain points, needs, preferences, and motivations. Use social media analytics and surveys to gather insights and feedback, and create content that speaks to their interests and challenges. Tailor your tone, style, and format to suit each platform and audience group, and avoid jargon and technical terms that might confuse or alienate them.

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2 Define your objectives

Your content strategy for social media should support your corporate communications strategy and align with your overall business goals. What do you want to achieve with your social media presence? Do you want to raise awareness, educate, inform, persuade, or inspire? Do you want to generate leads, drive traffic, increase conversions, or build loyalty? Define your specific, measurable, achievable, relevant, and time-bound (SMART) objectives, and use them to guide your content creation and distribution.

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Stephen McNulty

Solving and preventing problems with better communications, building personal and business brands through organic social media
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Every piece of content that goes out has to have a primary goal, but they don't need to have the same goal. The goal should be to... - Educate, - Entertain, or - Convert. If your primary goal is awareness versus if you really need that person to click-through to a link, you treat the entire post differently, including the hook, the story, the CTA, and whether you or not you include a link.

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3 Plan your content

Once you have your audience and objectives in mind, you can start planning your content. Use a content calendar to map out your topics, themes, formats, and channels for each month, week, and day. Consider the type, tone, and purpose of each piece of content, and how it fits into your content funnel and customer journey. Balance your content mix between promotional, educational, entertaining, and engaging, and use a variety of formats, such as text, images, videos, podcasts, infographics, and live streams.

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4 Create your content

Now that you have your content plan, you can start creating your content. Use your brand voice and style guidelines to ensure consistency and quality across your content. Use keywords and hashtags to optimize your content for search and discovery, and include clear and compelling calls to action (CTAs) to encourage your audience to take the next step. Use tools and templates to streamline your content creation process, and always proofread and edit your content before publishing.

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5 Distribute your content

Publishing your content is not enough. You need to distribute it to the right platforms, channels, and audiences, and at the right time and frequency. Use your content calendar to schedule your posts in advance, and use automation tools to save time and effort. Monitor your social media metrics and analytics to track your performance and reach, and adjust your distribution strategy accordingly. Experiment with different times, days, and formats, and test what works best for your audience and objectives.

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Nicole Ossevoort

Strategic Storyteller | Social Media Maven | Communications Pro | Working Mom Making an Impact
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I love to use Buffer to schedule our content - it also has really robust social analytics. We adjust the schedule based on the analytics, which ensures that we get the best ROI. We might expand an Instagram post to include Stories, or create a Reel instead.

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6 Engage your audience

The last step of your content strategy for social media is to engage your audience and build relationships with them. Don't just broadcast your content, but interact with your followers, fans, and customers. Respond to their comments, questions, and feedback, and thank them for their support and loyalty. Join relevant conversations and groups, and share valuable and relevant content from other sources. Ask for opinions, feedback, and suggestions, and use them to improve your content and services.

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Nicole Ossevoort

Strategic Storyteller | Social Media Maven | Communications Pro | Working Mom Making an Impact
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I block time off on my weekly calendar to engage with fans + followers that have commented on our posts. It makes a big difference, especially on LinkedIn. I also follow other brands within our industry to see what they're up to, and we're big on sharing valuable content from other authoritative sources.

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How do you use social media to build trust and credibility with your stakeholders and audiences?

1

2

3

4

5

6

1 Know your audience

2 Define your objectives

3 Plan your content

4 Create your content

5 Distribute your content

6 Engage your audience

Corporate Communications

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How do you use social media to build trust and credibility with your stakeholders and audiences?

1

2

3

4

5

6

1 Know your audience

2 Define your objectives

3 Plan your content

4 Create your content

5 Distribute your content

6 Engage your audience

Corporate Communications

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