by Annabelle Olivier
“At the center of the universe is the consumer,” or so says Panos Mourdoukoutas, Forbes contributor and Chair of Economics at LIU in New York. In an article published in Forbes, Mourdoukoutas goes on to say that a sound business mission must begin and end with consumers.
When planning social media content, it only makes sense to apply the same rules and therefore ask yourself who you are writing for. The answer to that question will determine the what, when, where, and how, of all your social media-driven content. For example, if your target audience is middle class, stay-at-home-moms then you may want to post on Facebook, Twitter, Pinterest and Instagram, as opposed to LinkedIn.
In the above example we’ve determined where to post based on the target audience, but when to post is just as important. If I want to engage the stay-at-home-mom on Pinterest, apparently the best time to do so is on Saturday mornings when she’s looking for a scrumptious recipe or daydreaming about her next Ikea hack.
Your audience will affect the voice and the tone of your message. How you choose to communicate those ideas will also be determined in large part by your clientele. Will you write a weekly newsletter, will you blog or should you vlog instead?
When thinking of who you are writing for, remember that you are creating content not only for the almighty consumer, but also on behalf of your company, brand, or even yourself. Self-awareness matters. What do you want your customers to feel when they interact with your brand? What is your message?
What you write should be based on your business goals and that comes back to knowing your audience. In all these existential meanderings, we’ve determined that who is at the centre of the universe but we haven’t yet pondered why.
Why are you writing this content? Are you trying to educate your audience, get feedback, inspire, or just derive more business? Why you are writing a particular message will influence how you write it and should also dictate the tone.
Why you are writing will also have you looking at different parameters to measure your success. If you’re searching to inspire, you might look at how many shares your message has received. If you’re looking for feedback, then the quantity and quality of comments would be a good indicator of how engaging your message was. If you’re looking for more business, the amount of click-throughs generated by your content might give you some insight, although knowing the percentage of click-throughs that lead to actual sales may be a more useful metric in determining success.
Now that you’ve pondered the six W’s, and lingered on the who and the why of social media content creation, you should be on your way to writing some awesome copy.