My 6Ms Of Social Media


My framework for each strong social media technique contains six M-words: mission, message, administration, medium, metrics, and monitoring.

Each time I must create a brand new technique, I begin right here.

The remainder of the e-book elaborates on these components, and here’s a snapshot of every.


What are the targets? It’s essential to know the targets as a result of they’re the why.

Why is the model or group utilizing social media channels?

I’m not referring to the corporate’s mission; the social media mission ought to differ from the mission of your complete group.

Your social media mission (must you select to just accept it) is extra like a mission James Bond or John Wick would tackle – an task to fulfill a particular goal.

You have to know what your targets are so as to obtain them.

Your targets turn out to be your North Star when confronted with selections difficult your technique.

Having clear targets offers you purpose to say “No” to content material or techniques that don’t align with or help the aims you’re attempting to attain by utilizing social media.

If not, your content material will lack focus, and when you don’t know why you’re utilizing the platform, then your viewers gained’t know both.

Utilizing social media simply to be on the platforms is like being a hamster on a wheel doing loads of work for no function or ever attaining something. For those who don’t know why you’re doing it, then why do it?


What are the tales you need to inform to help your targets?

Everyone knows the significance and worth of storytelling. It’s the way you create an emotional connection together with your viewers.

It’s a strategy to present your viewers you relate to their wants, issues, and priorities.

Nobody needs to take heed to anybody making some extent, however individuals will cease to take heed to a great story. Being constant together with your message is the way you obtain your targets.

The advertising and marketing rule of seven states that prospects must be uncovered to your model at the least seven occasions earlier than they make a purchase order.

A colleague I as soon as labored with remarked that you just, that means workers working inside the firm, need to be sick of a message, like actually need to throw up if you must hear the message yet another time, earlier than customers even begin to take discover of it.

Thus, your messages need to be fixed, repetitive, and laser centered so as to attain your audiences. What tales are your social media feeds telling?


What are your processes and procedures?

It’s essential to have a system when posting social media content material, and it ought to be all written down.

There’s one thing about having processes and procedures written on paper that makes them really feel extra official and formal.

When you’ve gotten a course of doc it helps to achieve belief with management and stakeholders.

After they can see and perceive the method it offers them a glance beneath the hood and demystifies the method, and hopefully they’ll micromanage it much less if that’s one thing you expertise.

You don’t need to put up content material haphazardly. Regardless of how exhausting you attempt to forestall errors they are going to occur, and having a course of minimizes these errors.

It additionally helps to reduce the severity of the errors. Having a course of makes posting content material extra dependable.


What are your main platforms?

It’s not the amount of social media channels you’re lively in however the high quality of your content material that issues. If the content material is sweet, individuals will take discover.

Good content material on any given channel can result in earned media.

I’ve by no means seen an article printed about a company who’s lively in essentially the most variety of platforms.

Virality doesn’t have something to do with what platform it’s on and every little thing to do with the content material itself.

I feel an excessive amount of significance will get positioned on being on all the platforms. If the content material isn’t good there’s no level to being on any of them.


What numbers are you monitoring?

On the finish of the day information, even anecdotal information, is what tells you if what you’re doing is working.

It’s essential to find out which metrics you propose to trace earlier than beginning, which is why that is an important a part of the technique.

Generally there’s a direct line between your aim and the metric you need to monitor. As an illustration, if progress is your aim you’d monitor followers.

However likelihood is there’s extra of a dotted line between your aim and the metric you need to examine, it’s much less apparent, like consciousness or pleasure round a brand new product launch.

On this case, you may file engagement on content material selling the brand new product, feedback in regards to the new product and the launch and the sentiment of the feedback, and impartial mentions of the product and the launch.

Whenever you begin monitoring what you want from the start it’s simpler than going again. Take screenshots of feedback as you see them and file the numbers you want.

This manner you’ll be able to report on how the subject is doing on social at any second and also you’ll know early on if content material is resonating or not together with your viewers.


Are you listening to your viewers? They’ll reveal loads when you take note of their interactions on social media.

They’ll offer you suggestions, their present emotional state, their wants, what they need to see extra of in your channels.

Whereas there will be loads of noise within the feedback, additionally, you will discover a wealth of details about how your group feels about you and your on-line relationship with them.

The method doesn’t finish whenever you hit “Submit.”

That’s when the group constructing half begins.

This extract is from Organic Social Media by Jenny Li Fowler ©2023 and is reproduced and tailored with permission from Kogan Web page Ltd.

To buy the e-book, SEJ readers get an unique 20% low cost and complimentary delivery for all US and UK addresses. Use code: OSM20 here to redeem your supply.

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