THINK ABOUT YOUR PERSONAL BRAND Who are you and what do you do? What do you want to be known for? What does the market care about?
Your purpose
Your authentic, relevant voice
Your storybook
CONSTRUCT A THOUGHT LEADERSHIP STORYBOOK
TON
E O
F V
OIC
E
TOPLINE THEME
PROOF POINTS
PURPOSE STATEMENT
Content, Speaking, Volunteering, Media, Buzz
Content Pillar
Content Pillar
Content Pillar
CONTENT PILLARS
INSTAGRAM BEST PRACTICES
q SHARE IMAGES/VIDEOS THAT ARE NATIVE TO INSTAGRAM (NOT PHOTOSHOPPED / OVERLY POLISHED)
q INCLUDE RELEVANT HASHTAGS IN CONTENT FOR DISCOVERABILITY q TAG RELEVANT INFLUENCERS AND LOCATION q COPY SHOULD BE INSTAGRAM-NATIVE, NO NEED FOR COMPLETE SENTENCES
OR CORPORATE JARGON – EMBRACE THE EMOTICON q BE EXPERIMENTAL – CREATE CONTENT AROUND HASHTAG TRENDS,
CONTESTS FOR YOUR FOLLOWERS, SHARE IMAGES FROM RELEVANT PLACES OR EVENTS
q SHARE “BEHIND-THE-SCENE” ACCESS OF YOUR LIFE & YOUR BRAND
INSTAGRAM BEST PRACTICES
q IMAGES/VIDEOS THAT ARE NATIVE TO INSTAGRAM (NOT PHOTOSHOP / OVERLY POLISHED)
q INCLUDE RELEVANT HASHTAGS IN CONTENT FOR DISCOVERABILITY q TAG RELEVANT INFLUENCERS AND LOCATION q COPY SHOULD BE INSTAGRAM-NATIVE, NO NEED FOR COMPLETE SENTENCES
OR CORPORATE JARGON – EMBRACE THE EMOTICON q BE EXPERIMENTAL – CREATE CONTENT AROUND HASHTAG TRENDS, CREATE
CONTESTS FOR YOUR FOLLOWERS, SHARE IMAGES YOU TAKE FROM RELEVANT PLACES OR EVENTS
q SHARE “BEHIND-THE-SCENE” ACCESS OF YOUR LIFE & YOUR BRAND
BEST AT
VISUAL BRAND STORYTELLING &
GAINING AN AUDIENCE THROUGH HASHTAG DISCOVERABILITY
TWITTER BEST PRACTICES
q KEEP COPY SHORT—UNDER 140 CHARACTERS IS A MUST, BUT SHORTER COPY GARNERS HIGHER ENGAGEMENT
q INCLUDE HASHTAGS TO INCREASE ENGAGEMENT/DISCOVERABILITY q IMAGES AND VIDEOS ARE EYE-CATCHING q KEEP LANGUAGE CASUAL, ABRIVATIONS ARE GOOD q TAG, FAVORITE AND/OR RETWEET RELEVANT INFLUENCERS TO BUILD
RELATIONSHIPS q TWITTER IS GREAT TO DRIVE TRAFFIC TO YOUR WEBSITE OR OTHER SOCIAL
CHANNELS – SHARE A FEW TWEETS EACH WEEK WITH THIS OBJECTIVE q POSTING SEVERAL TIMES A DAY IS FINE AND SHOULDN’T CAUSE USER FATIGUE
(ASSUMING YOU HAVE SOMETHING TO SAY!)
TWITTER BEST PRACTICES
q KEEP COPY SHORT—UNDER 140 CHARACTERS IS A MUST, BUT SHORTER COPY GARNERS HIGHER ENGAGEMENT
q INCLUDE HASHTAGS TO INCREASE ENGAGEMENT/DISCOVERABILITY q IMAGES AND VIDEOS ARE EYE-CATCHING q KEEP LANGUAGE CASUAL, ABRIVATIONS ARE GOOD q TAG, FAVORITE AND/OR RETWEET RELEVANT INFLUENCERS TO BUILD
RELATIONSHIPS q TWITTER IS GREAT TO DRIVE TRAFFIC TO YOUR WEBSITE OR OTHER SOCIAL
CHANNELS – SHARE A FEW TWEETS EACH WEEK WITH THIS OBJECTIVE q POSTING SEVERAL TIMES A DAY IS FINE AND SHOULDN’T CAUSE USER FATIGUE
(ASSUMING YOU HAVE SOMETHING TO SAY!)
BEST AT
DRIVING TRAFFIC &
BUILDING RELATIONSHIPS
YOUTUBE BEST PRACTICES
q SHARING RELEVANT VIDEOS FOR YOUR BRAND – COMMERCIALS, BEHIND-THE-SCENE VIDEOS, COOKING SHOWS, VIDEO RECIPES, ETC.
q IF YOU ARE GOING TO CREATE AN ACTIVE CONTENT CHANNEL, YOU SHOULD
UPLOAD NEW VIDEO CONTENT REGULARLY (I.E. ONCE A WEEK) q TAG VIDEO CONTENT WITH RELEVANT AND DISCOVERABLE KEYWORDS FOR
BETTER SEO q CREATE PLAYLISTS TO ORGANIZE DIFFERENT TYPES OF VIDEO CONTENT q MONITOR COMMENTS q KEEP VIDEOS SHORT q INCLUDE CALLS TO ACTIONS IN VIDEOS IF RELEVANT (E.G. SUBSCRIBE TO BE
ALERTED FOR NEXT WEEK’S SHOW!)
YOUTUBE BEST PRACTICES
q SHARING RELEVANT VIDEOS FOR YOUR BRAND – COMMERCIALS, BEHIND-THE-SCENE SHOTS, COOKING SHOWS, RECIPES, ETC.
q IF YOU ARE GOING TO CREATE AN ACTIVE CONTENT CHANNEL, YOU SHOULD
UPLOAD NEW VIDEO CONTENT REGULARLY (I.E. ONCE A WEEK) q TAG VIDEO CONTENT WITH RELEVANT AND DISCOVERABLE KEYWORDS FOR
MAXIMUN SEO DISCOVERABILITY q CREATE PLAYLISTS TO ORGANIZE DIFFERENT TYPES OF VIDEO CONTENT q MONITOR COMMENTS q KEEP VIDEOS SHORT q INCLUDE CALLS TO ACTIONS IN VIDEOS IF RELEVANT (E.G. SUBSCRIBE TO BE
ALERTED FOR NEXT WEEK’S SHOW!)
BEST AT
A VIDEO CHANNEL FOR YOUR BRAND’S SHOWS OR
A VIDEO CONTENT LIBRARY
FACEBOOK BEST PRACTICES
q SPEAK LIKE A HUMAN, NOT OVERLY CORPORATE, BEING BRIEF AND TOO THE POINT GETS MORE ENGAGEMENT
q INCLUDE IMAGES q VIDEOS ARE GOOD AND AUTO-PLAY IN FEEDS, REMEMBER THEY AUTO-PLAY
ON MUTE! q TAG LOCATION, INFLUENCERS, PARTNERS, ETC. WHEN RELEVANT q ENCOURAGE CONVERSATION THROUGH DIRECT QUESTIONS q REMEMBER THAT THE MORE ENGAGEMENT YOUR POST RECEIVES, THE MORE
PEOPLE IT WILL REACH
q WITHOUT PAID MEDIA, FACEBOOK CONTENT GENERALLY REACHES 1-3% OF YOUR FAN BASE
FACEBOOK BEST PRACTICES
q SPEAK LIKE A HUMAN, NOT OVERLY CORPORATE, BEING BRIEF AND TOO THE POINT GET MORE ENGAGEMENT
q VISUALS BOOST ENGAGEMENT q VIDEOS AUTO-PLAY IN FEEDS, REMEMBER THEY AUTO-PLAY ON MUTE! q TAG LOCATION, INFLUENCERS, PARTNERS, ETC. WHEN RELEVANT q ENCOURAGE CONVERSATION THROUGH DIRECT QUESTIONS q REMEMBER THAT THE MORE ENGAGEMENT YOUR POST RECEIVES, THE MORE
PEOPLE IT WILL REACH
q WITHOUT PAID MEDIA, FACEBOOK CONTENT GENERALLY REACHES 1-3% OF YOUR FAN BASE
BEST AT
REACHING A VERY TARGETED BASE OF PEOPLE WITH PAID MEDIA…
IF YOU DON’T PLAN TO USE PAID MEDIA ON FACEBOOK,
IT’S PROBABLY NOT A CHANNEL WORTH SPENDING MUCH TIME ON.
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