THE CHALLENGE

Whether a brand’s social team is large or small, it can be a challenge to ensure consistency in brand voice and standards, while also adhering to best practices across social media platforms.

THE INSIGHT

While the brand standards are key from a broader brand perspective, meeting each platform’s best practices is critical to success in an algorithm-driven age.

THE IDEA

Develop a social media playbook that captures every element needed to put a brand’s best foot forward in social media. Present the playbook to all stakeholders and ensure teams with hands-on social media responsibilities in content creation, community management, and publishing are trained.

EXECUTION

A playbook is typically created following a thorough audit of a brand’s social media presence. From there, each playbook is tailored to that brand. It generally includes the following:

·      Statement of social media strategy

·      Application of the brand voice to social media

·      Definition of lo-fi social content parameters that adhere to brand standards

·      Emoji policy

·      Dos and don’ts by social platform

·      Community management protocols

·      Publishing requirements

RESULTS

In developing this type of toolkit for both large and small brands, it’s proven to be an essential tool for gaining alignment and understanding across departments on social media. Brands applying the material in these toolkits have consistently seen increases in engagements, views, followership, and efficiency of paid media spend across their accounts.

My Role: Social Media Strategy, Audience Development Tactics