The foundation of a genuinely successful social philosophy depends on the following five elements:
- Intention: The cornerstone of every brand’s philosophy is defining the why for social. The best ones link closely to the mission and vision of the brand. Where should your brand be present, and why? And where should your brand not show up?
- Value: Too often we ask what social media is doing for us. The right question is: What are we offering our fans? The fans determine success; if they’re responsive, engaged and taking action, you’ve earned a place in culture.
- Creative fuel: Are we open to every source of story? How do our fans talk about us? Which voices are rising? Inspiring? We must use the broader cultural conversation to create impact.
- Creative development: The game here is speed and constant adaptation. It is also essential to match the development of creative assets to the places, spaces and purpose of where it will live. How immersed is your creative team in culture? Where are they experts? Where can they keep growing?
- Reflection: Revisit often and consider the creative lift versus the impact. Does the work still feel fresh? This is the place for KPIs and benchmarks; it’s also the place to take stock of the world around you and ensure you’ve struck the right tone. Are you listening to your community?
Impactful brand moments are fueled by a thoughtful and rigorous social philosophy. Build one and ditch your playbook.
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