SHARE OF VOICE

Share voice is something that we like to talk about when it comes to social media, and it's about social media strategy, to be specific.

Everyone who does social media work knows that it tends to be a pretty responsive piece of work.

What do I mean by that?

Generally speaking, you're like, ‘oh my God, I need a post today’.

And so then you just go and do a post.

And everyone, I think we've said this a lot to clients, and I get this (nodding) when I, when I say that.

Yep, yep, I know how that feels.

I gotta go get a post.

What that means is you pretty much look around, put your hand on the ground and are like, ‘what am I going to post today?’ And your hand lands on something and you do it.

That means that over time, your social media feed bends toward the posts that are easiest and most convenient to do, because you're just running and you're trying to get stuff out there.

And just make sure you have a regular piece of information out in your feed.

Totally natural.

But here's the thing: if you do that, if you're always just posting what's most convenient, you're leaving a lot of stuff on the table, a lot of strategic value in your messaging and your storytelling on the table.

So here's what we do.

We work with our customers to come up with a social media strategy that identifies a bunch of different types of content.

We're not reinventing the wheel.

There are lots of social media folks doing that.

But what we do then is we take it and put it into a calendar so that you know that you're moving the needle on all of the different strategic stories that you need to be telling.

And we do - and honest to God, we do math - and we make sure that you have enough posts on each of those topics so that you're moving everything down the battlefield at once, not just one thing.

That's what we mean by Share of Voice.

We want to understand the portion of your social content that is attributed to each of those messaging themes.

And we make sure that on a monthly basis, you nail that, you get that mix correct so that your share of voice is totally strategic.

And that's how your social media feed becomes a strategic tool for your marketing, instead of just kind of a one note storytelling platform.