Quick and dirty (process for scaling organic social)

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Quick and dirty (process for scaling organic social)

Maybe you’re a team of 1.

Maybe organic social is only 1 thing out of 10 on your job description.

Maybe you’re brand new in your role and you need to get some results fast to build goodwill before making more drastic changes.

Here’s a quick and dirty process for driving results on organic social.

1) Audience intelligence

• This is without a doubt the most important step. You’ll want to define:

  • Who is my audience?

  • What do they care about?

• Sure, you could make it way more complicated, but if you truly understand your target audience and their desires, you’re well over half way there.

• It doesn’t matter what you wan t. It doesn’t matter what the boss wants. It doesn’t matter what I want. The only thing that matters is what does the target audience want.

2) Review analytics

• Look at ALL available data and determine commonalities between your top performing posts.

• Variables to look at:

  • Content theme

  • Color

  • Design

  • Font

  • Topic

  • Voice

  • Structure

  • Format

• Repeat this process for your top 5 competitors/peer accounts.

3) Create a guide

• Using what you learned in the last step, define a strategy guide for the next 60 days

• You’ll want to outline all the variables that you reviewed in the last step.

4) Existing content reservoir

• Search your company file structure for any and all content that could be used for social media.

• Don’t just search for folders titled “Social Media Content.” Look for old podcasts, pdf guides, powerpoint presentations, anything that could provide inspiration for social content

• Create a plan to convert this content to social-native content

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Why I’m wrong

Is this plan perfect? Of course not.

In fact, I often preach against this type of plan.

Content that is created from the top → down vs bottom → up, will never perform as well.

This plan also fails to account for countless other variables.

BUT sometimes you’re in a situation where you need to work with what you’ve got before you can get the resources to do what you want.

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Why I’m right

In a more corporate or traditional company environment this type of plan has the potential to work really well.

You’re pulling from existing (and hopefully already approved content sources).

You’re also using data from existing content and creating a guide that probably won’t be a 180 degree shift from what the boss has gotten used to.

I did this poll a while back where I asked my email subscribers what best describes their role.

There was a shocking number of people that answered “Social media is only PART of my job.”

It’s not fair for social media thought leaders to make broad claims that social media pros should always do this or never do that.

Sometimes teams are small, budgets are tight and to-do lists are never ending.

If that’s you… hope this helps!

I’m hosting a cohort-based course on Maven called Advocate Academy to help companies accelerate exposure (and profits) by equipping employees to build an influential personal brand.

Here’s the syllabus:

• The ROI:

  • Why empowering employees is the only logical solution

  • Case Study: How Gravy Built a Billion Dollar Brand

• The Playbook:

  • Who am I talking to? | How To Find The Right Audience

  • What do I talk about?

  • The superpower that will 10X your growth rate

  • Thievery 101 | How to steal ideas to create original content

  • How to 5X your content output (without AI or VAs)

  • Why being "on brand" is a recipe for failure (and what to do instead)

  • The 3 Step Process to Creating Content that Makes Money

  • The one thing all the top LinkedIn creators do that nobody talks about

  • How to Think Like LinkedIn

• The Journey:

  • My story (What to expect and why you should keep going.)

  • How to actually use data

  • Tools/Tech

  • AMA

• Optional: Bonus Project Office Hours