Every social media strategy starts with great content

Many small business owners and nonprofit managers are perplexed by social media. They know it's vital to have a presence on those channels but they're not sure how to enter into the conversation.

That trepidation is both completely understandable and entirely legit. Where people go wrong, however, is when they let that fear dictate the strategy. Especially when that strategy is to hire a social media manager or assign an employee to the task.

If you attack social media without a solid content-production plan, then what do you expect to post?

We saw this firsthand in the newspaper business. As production declined (fewer reporters, fewer stories) management doubled down on social media. They were right to do so, but they ignored the fundamental nature of social media. 

1. Social media gives organizations a chance to hear what people are saying

This is vital in producing content people care about. It's also an important tool in gathering feedback for future content. What pain points can you identify — and address? How are people responding to a trending news stories — and how can you leverage that information?

2. Social media gives organizations more publishing options

This is the particularly perplexing part. Each social media channel comes with its own set of rules and tone. People expect one thing on Twitter and yet an entirely different engagement on LinkedIn. Regardless, for organizations, these channels are at their core another way to meet your customer or client where they're already gathered. 

So what does this all mean?

Use social media not because you feel pressured to be there. But because it's a great way to gather fodder for future content — client-centered content — and to distribute it in fun, engaging ways.

Don't feel obligated to join every social media channel either (you don't have the time). And don't run out and hire someone to manage your social media.

Focus on content. After all, smart content strategies include social media strategies. And not the other way around.