Your company could be at sea without one.
There’s a big ocean of content out there. Ever wonder what to share on social media? Or do you or your community managers too often simply grab a shiny object that is passing by and share it? Is that a strategy?
I don’t think so.
That’s why a guidance document is a key building block leading to the success of your program. It’s one of the simplest and most effective things you can do in crafting your overall strategy.
Ranking Priorities
Content that you want to share as quickly as possible might include:
- Posts from your own company. This can include written or video blog posts, event solicitations, media releases, and other company material; and
- Member or partner posts. You may want to show some love by sharing material generated by your members and partners as quickly as possible.
Secondary Issues
Next, what are your important secondary issues? They are important to your organization, but the content is created by respected organizations that are not insiders, members or partners. These are shared because your social media followers or connections may determine the content of interest. Sharing this material strengthens you as the source of interesting, thought-provoking material.
De-emphasize
This category of content might include news reports that your followers can see elsewhere.
Stay Away
This final category is critical. It might include content that is: 
- overly promotional rather than educational
- political or religious
- highly personal, including photos
- derogatory or insulting
- alcohol-related or parties
- team sports if it risks offending customers or clients, and
- criticism of competitors or government.
Now obviously, if you’re a political organization or a sports organization, the latter two suggestions may not apply. But you get the idea.
Once you create your guidance document, you and your team can refer to it frequently. Update it as necessary. You may, at times, decide to ignore it. But at least you will have thought through another important part of your social media strategy.
Need help with your program? Contact us right now at 202.630.8014 or info@relaystationmedia.com for a free consultation.
SCOTT PETERSON, co-founder of Relay Station Social Media LLC, has over a decade of experience in market, securities, and regulatory communications. His firm provides strategic communications consulting, integrated Internet marketing, training, and more to a wide range of organizations.
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