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Platforms, networks, accounts, sites, tools, apps… I call them all Channels. This covers your website, blog, email marketing system, social media channels, directory listings, basically anywhere that your organisation appears online.

People often set up channels first, then try to figure out how to use them afterwards.

Scout recommends looking at your Goals, Target Audiences and Brand, and selecting channels that suit.

Hopefully, you have a list of all of your organisation’s channels (if not, make one).

Review them all, considering:

  • Do they help achieve your Goals?
  • Are they (still) relevant to your Target Audiences?
  • Are they relevant to your Brand, and help represent it?

If yes, great!

If no, what updates can you make to them so that they do?

Otherwise, consider biting the bullet and shutting them down… scary thought, but it’s better to not be somewhere, than be there poorly.

Also:

  • Review all the copy associated with your channels; is there anything that needs updating? Business name, description, contact details.
  • Review all the graphics associated with your channels; do any images or logos need updating?

New, bright, shiny digital channels are being released all the time.

Considering your Goals, Target Audiences and Brand, are there any new digital or social media channels that are relevant to your organisation?

Do they do something different, or better to something you are already using?

Do you have content for it?

Do you have time to resource it?

If so, at it to your strategy and set it up!

HOMEWORK:

  • If you don’t already have one, create a list of all of your digital and social media channels.
  • Review and update all digital channels.
  • Shut down any that are no longer relevant.
  • Set up any new, relevant channels.

Second to last day tomorrow! (yup, there’s 8 days this week) DAY 7: Campaign Strategy.

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