{"id":8662,"date":"2014-08-23T10:00:00","date_gmt":"2014-08-23T14:00:00","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=8662"},"modified":"2020-03-30T19:00:14","modified_gmt":"2020-03-30T23:00:14","slug":"sumall-ultimate-guide-scaling-social-media-content","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/sumall-ultimate-guide-scaling-social-media-content","title":{"rendered":"Scale your social media content without sacrificing quality"},"content":{"rendered":"

There seems to be a constant debate over achieving the perfect balance of creating quality content to share on social media, while maintaining the right quantity of that content to continually reach your audience without sacrificing quality.<\/p>\n

It\u2019s entirely possible to achieve this balanced approach to creating social media content by slowly scaling your efforts to reach your\u00a0social media followers<\/a>\u00a0on a regular basis with messaging that\u2019s valuable to them, related to your brand and drives results for your business.<\/p>\n

Often organizations focus on getting a larger audience on social media for the sake of getting a larger audience, but this shouldn\u2019t be the main reason you\u2019re scaling your content to the next level.<\/p>\n

The main reason is that the digital landscape is noisy and more difficult than ever for your content to get seen as it competes with all the other messaging from other companies in your industry.<\/p>\n

It will only get more difficult to get your messaging across to the right people every day with the introduction of new platforms and more organizations using them, which is why it\u2019s critical for your company to continue to slowly scale your content to remain a relevant voice for your audience.<\/p>\n

What matters most when scaling your social content to the next level is that you\u2019ve got a concise plan, you remain agile throughout the process, that you always\u00a0remain human with your approach<\/a>\u00a0and that you\u2019ve established benchmarks for this growth.<\/p>\n

Take the following steps to begin appropriately scaling your company\u2019s social media content.<\/p>\n

Develop a Concise Strategy with Consistent Timing, Post Structure, and Series<\/h3>\n

Start by creating a concise plan that is structured around the\u00a0goals of your organization<\/a>\u00a0when it comes to actively communicating with your audience across channels. It becomes easiest to continue to grow your existing efforts on social media when you\u2019ve identified some key processes that your organization can rely on and your audience can come to expect.<\/p>\n

Begin by creating a consistent schedule based on an editorial calendar of when you\u2019ll be creating, optimizing, and then sharing certain types of content and on what channels.<\/p>\n

Once you\u2019ve developed a baseline for your content with this calendar, it\u2019ll be much easier to understand what sharing more content will involve in the future since you\u2019ll have a clear vision of what you\u2019re doing now and what resources, staff and time it takes to produce results at the current quality and quantity.<\/p>\n

 <\/p>\n

\"social-media-marketing-calendar\"<\/p>\n

(Source:\u00a0Andrew Macarthy<\/a>)<\/p>\n

The calendar will help inform your strategy for sharing content and from the content shared, you\u2019ll be able to see what\u2019s working and what isn\u2019t working in terms of the type, frequency, and quality of content.<\/p>\n

This is where being agile comes into play since you\u2019ll consistently need to alter your content calendar to reflect what your audience is responding to or not. Experiment with different methods of posting content on Facebook, Twitter, Instagram and any other channels you\u2019re active on to see what\u2019s the best way to drive results from your particular audience. Listen to what your audience has to say, they might have the\u00a0next great idea<\/a>\u00a0for your business to try.<\/p>\n

When crafting your strategy, think similarly to how a TV network would when putting together a schedule of its programming. Your content should be consistently delivered to your audience in series based on different topics related to your business and of interest to your customer base.<\/p>\n

For example, posting about the best fan submitted photos on every Wednesday is one type of series a business could implement across their social channels.<\/p>\n

By creating a calendar that lays out the different aspects of your campaign as well as series that will actively address the various interests of your audience, you\u2019ll have a strong baseline to start from to slowly add more relevant content and increase the scale of your messaging.<\/p>\n

Use Appropriate Tools to Scale<\/h3>\n

With a concise plan in place backed by a strong bank of topics to cover in the form of series, it\u2019s now important to match your business with the right toolkit to execute against these ideas as you continue to scale.<\/p>\n

Selecting the right tools is important for your business to be able increase how much content you\u2019re producing and publishing on a regular basis, since there are limits to how much your team can do in a day.<\/p>\n

Automating some of the more repetitive processes that are involved with publishing on social is the first step to saving time and resources to spend on growing your efforts.<\/p>\n

Focus on using a few tools that help your business grow your social presence in terms of:<\/p>\n