Manage your social media content strategy — Live from the Brands-Only Summit

Coverage of this session by Eli Benitez of Connect with him by following him on Twitter.

11:55 —'s Courtney Graham introduces BBVA Compass' Tuck Ross.

11:56 — Tuck: I'm going to talk about managing your social media content strategy — also known as 20 minutes social media content glory.

11:57 — Tuck: This is the checklist that I use.

11:58 — Connection is instant we are always online. We jump  on social its our instant go to. We have the need to share content each. We have a Nov 13 status its noise that is happening.

11:59 — Tuck: So how to get heard. We have the shortest attention-span. It's 8 seconds. It's affects from our digitized life styles. How do become valuable. Content is the currency of social. I personally believe there are first elements:

  1. Know why they care — customers own the brand. Talk about what there wants are.
  2. Know where they are. Go deep rather than broad be in the right place.
  3. Listen to learn this is contact evolve landscape.
  4. Simplify each stage. It makes you easier to focus.

12:00 — Phase 1: Setup

  1. Align initiatives
  2. Set your editorial mission
  3. Form your engagement – characterize your content marketing. how do you see your landscape evolve.
  4. Document for accountability – create a system of record.
  5. Prioritize Channels – Include the platforms that you're going to use to share your story. Thing about how all these platforms work together. You have to match your channels.
  6. Audit your channels – Who is where and engaging and with what. Whens the last time you check the Establish a review process.
  7. Audit your competitors –
  8. Assess demand – This is for your content. What type of content i'm going to try and create. Borrow from other channels.
  9. Determine where content plays – Check out your site and see where other people are going on you site. What are people looking at on youtube. That helps you create your content.
  10. Listening velocity. Do you we need to start bridging that content

12:07 — Phase 2: Planning

  1. Embrace the existing, then fill the gap — align the efforts into one effort.
  2. Influencers: Go and find people that already love you.
  3. Find a home.
  4. Set a budget & resources — it's really about how much you're going to spend.
  5. Allocate resources: Who owns the calendar, production, and distribution.

12:10 — Phase 3:

  1. Look at the spans – Look at a month, year, week.. What experiments that are you going to start using.
  2. Structure the calendar – Go back to your initiative and assign a goal. Key dates. Day partying and retail hours.
  3. Check the ratios.
  4. Whats the frequency – You need to test what is going to work. make sure you simplify and share the right work. You have to ask yourself. Is this right?

12:12 — Phase 4:

  1. Set the tone.
  2. Select the content type.
  3. Pick your media – Visuals create the post. Whats the one thing you want them to do.
  4. Write the copy – Present the human side.
  5. Post!

12:16 — Phase 6: Distribution

12:17 — Wrap up

  1. Listen up
  2. Be authentic
  3. Patience is a virtue
  4. Be flexible – you need to evolve your content strategy.
  5. Own it – “Make it unique”

12:18 — Tuck: “Social is part of your CONTENT strategy. Content is part of your SOCIAL Strategy”



Q: Building a home — what are the best characteristics of building a home?

A: Tuck: Driving a SEO and content strategy.

Q: Tips for going to into a new market for small and agile team?

A: Tuck: I think influencers can help with this space. Using a PR team. Trying to figure if something you can do yourself or using another team

Q: How do you view the pay to play effort?

A: Tuck: Viewing it around the simplified model and organic model.

Q: Are you using different metrics per post?

A: Tuck: Yes, we are paying to promote. We're looking for cost by engagement and number of share.