Social Media Intern? Here's some questions you should ask yourself before EVERY post
At Honest London, we offer an internship programme where we pay and train you in all things marketing. Unsurprisingly, social media is the most popular area.
As an insight, when the Honest team is doing our daily morning run-through of our clients, we run through the social media posts planned... We’ll always ask these questions and if we can’t answer them, the post is axed.
What does it promote?
If it’s not promoting anything, what’s the point of it? Every month when providing results, we favour numbers raising in CTR to the website or sales. If it’s promoting nothing, don’t post it.
Does it suit the target audience/following of the channel?
Is the language/tone of the social media post appropriate? Is your audience younger (16-26) or older (27-39)? Would a Tik Tok trend on Instagram suit the older audience who may not have Tik Tok and understand?
Reason for the post?
Ask yourself this, what’s the reason for it? Can’t answer? Don’t post.
The goal for CTR?
Every post should have at least an attempt to make the user want to click the website, curious by a subtle hint at how great the brand is. A promo code…. Anything! We want to grow website traffic from social media sources.
Shopping function opportunity?
This is key and a dream for social media teams. We can prove with REAL sales that our work is working! Any time a product is showing (every post we hope), plonk shopping function on. Not only will it grow sales direct from your Instagram, but it is also super convenient for your customers. It saves them trying to find it on your website.
In line with current campaigns?
Your brand should always have ongoing campaigns and your social media channels should be Omni in reflecting them. If a post is random and out of the blue, not tying in with your campaigns… Time to ditch.
Will it bring engagement?
An obvious one but crucial, what’s the CTA to bring in likes/comments/CTR? A simple “How are you spending the weekend?” can be enough to grow your engagement by 63%!
Would this be considered a filler post?
If you just popped a post in on a day to simply tick off that date, take it out. Filler posts are boring and can cause unfollows/bad engagement. You’re truly better off posting nothing.
Overall when creating a social media strategy, always think ‘what do we want out of the post’ and make sure every post pushes towards that goal. Our golden rule of thumb when it comes to any digital marketing is that we should always have five reasons for posting something.
