I recently spoke with a former colleague of mine about launching a social program in her new organization. She was being asked by executive leadership to essentially do this as a “side project” in addition to her existing roles. She and I both knew that in order to do this the right way, to gain the most value, requires a dedicated resource and a well thought out strategy and communications plan even before that first profile is built.
There is so much to think about when launching a social program to ensure it successfully aligns to a companies business objectives and brand.
After attending a few networking events, it was apparent that many of my peers are often asked the same thing – to launch or manage a social program with little or any strategic alignment. In some cases, there seems to be a short-term need they are trying to accommodate, and in other cases, it was simply a desire to have a presence like everyone else.
We live in a world where the increase in content and ideas being shared across the globe continues to rise. Content creators are publishing on a multitude of platforms, in a variety of media formats, and at a rapid pace. We are all vying for the attention of our oftentimes similar target audiences, and competing for interest within a limited span of time. While I personally believe there is no one magic bullet to attract and retain visibility, there are things we can try to increase our odds.
There are several resources available where research has been done examining the highest access times across social media platforms. These are a great start for experimenting with your content publishing schedules; however, there are always unique circumstances to consider depending on your intended audience.