- Create awareness. Make sure your staff members understand the implications of social media for themselves as well as for the company. A law firm can help with this. Encourage them to read books like Don’t Film Yourself Having Sex by Emma Sadleir and Tamsyn de Beer
- Teach them how it works. Social media training can be invaluable for your staff. It is important that your staff understand how social media works.
- Figure out how you want to use it. Once you understand how it works you will be able to manipulate it to suit your brand. Studying companies who are successful is a good idea, but there is no such thing as one size fits all. Make your own plan.
- Start a blog or create a section on your website for a blog. You can also use your website as a blog and then, when you create new original content, Google will love you.
- Identify qualified staff members to contribute to the blog. Don’t limit this to the communications department. Make sure the people who will contribute are well-informed and passionate about the topic.
- Teach them how to change their writing for the web. Writing for a digital audience is different to writing for a paper audience. Your readability should be high and your writing should be simple.
- Manage the process. Identify an editor or someone who takes overall responsibility for the social media. This is the person who decides what goes where and when it should go there. This must be someone who understands the brand. They should be charming, friendly and competent.
- Create a content calendar. Consistency is key. A calendar will help you plan and create deadlines for your contributors.
- Post your blogs. After you’ve done this, share them to your various social media platforms. This drives traffic to your blog, which serves as home base or a shopfront.
- Cultivate relationships with your customers. Interact with your customers. Reply to comments and answer questions.
If you want to learn how to blog and write for social media, join our blogging and social media course in Johannesburg.
by Mia Botha
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