A team-based approach to social media marketing is the best way to fill out your content library and make sure your social strategy is firing on all cylinders.
Social media is an incredibly powerful social selling tool, but there’s no use in taking the bullhorn if you don’t know what to say.
Generating real engagement from your followers and real ROI means having just the right message for every occasion and every audience. And the best way to do that is with a well-stocked library of good content.
Without a social media content library, you’ll be scrambling to produce content last-minute, and you’ll still have poor cadence, repetitive cross-posting, and suboptimal outcomes. That means sending the wrong messages through the wrong channels to the wrong audiences at the wrong times.
But how do you actually build a rich library of good content? With a well-structured team-based approach that efficiently leverages your internal talent to produce strategically-aligned content mapped against a set of clear marketing objectives.
Here are a few tips to help you get started:
1. Use a Workflow
Keep your team on track with an effective social media workflow in which the path from ideation to post is explicitly delineated and each member’s role is clearly defined. This will help prevent non-compliant or brand-damaging posts from being published.
When it comes to compliance, most mistakes happen because companies don’t have a failsafe workflow in place to catch them. From the SEC’s Regulation Fair Disclosure (FD) to Regulation DD of the Truth in Savings Act (TISA), the regulatory tripwires abound. An exacting workflow helps you to navigate them, and achieve a compliant, value-driving social media marketing program.
2. Monitor and Follow
Monitor your social. Analyze and optimize your content’s performance. Your data holds a wealth of knowledge, but only if you use it to replicate your successes and avoid repeating your failures. Review best and worst performers with your team to keep everyone rowing in the same direction.
Keep an eye on trending topics and hashtags. Figure out what your competitors do well and think of ways to do it better. Read up on industry news, and ask your team to contribute one or two articles a week that they think could be the basis for a good piece of content.
A good way to stay on top of industry news is to subscribe to topically relevant content newsletters. Use Twitter, Google alerts, and Feedly to filter and gather relevant news on the topics that impact your business.
3. Timing is Everything
Keep a calendar of these events, and produce content around whichever are most pertinent to your organization’s audience. And you don’t need to wait until the day before the big event to get started — produce content far in advance and schedule them to be posted at a more relevant time.
4. Ideate With Compliance in Mind
Social media regulations for banks are especially stringent, so compliance should be the bedrock on which your social media strategy is founded. While you don’t want to constrict the creative process too much, it’s always a good idea to have a financial marketing compliance officer on your team who can guide your employees away from any ideas that run afoul of marketing regulations.
Every rejected idea should serve as a teaching moment so that your employees develop an understanding of how these rules work.
6. Use a Turnkey Social Platform
Compliance, monitoring, strategy, timing, and team management — all critical components of any good social media marketing strategy, and any good content production process. Financial organizations face specific challenges in the social space, and these specific challenges require specific solutions. A social media marketing platform like Gremlin Social provides all of these tools in one turnkey package, enabling banks to produce and deliver compelling and timely messaging while avoiding costly compliance mistakes.
As the only ABA-approved social media tool for banks and financial institutions, Gremlin Social is the perfect choice for those in the financial industry looking to develop social media marketing programs built on a foundation of compliance.