Article · Social Media
Give social media a clear role
A practical Aeolus perspective on what this topic means when growth is treated as a connected system instead of a collection of tactics.
Before choosing how often to post, decide what the channel should help a customer do: discover you, understand a service, ask a question or stay in touch.
Why the topic matters now
Consider where your customers spend attention and what your team can produce well. Assign ownership for replies as well as publishing. Reuse useful ideas in formats that suit the channel.
Name what the channel should help the customer do.
Measure the job you chose
If the aim is enquiries, track relevant conversations and contact actions. If it supports existing customers, look at the questions answered. Reach provides context; it does not explain the whole result.
Choose a schedule the team can support properly.
Put the idea to work
Name what the channel should help the customer do. Choose a schedule the team can support properly. Review the conversations or contact actions you intended.
A useful response depends on the purpose of the channel.
Why this matters
Give the work a useful business purpose.
Discovery, customer communication and enquiries are different jobs.
What to understand
Three ideas worth keeping.
The purpose
Give the channel a clear purpose.
The useful check
Choose a manageable schedule.
The next step
Measure the response you need.
Aeolus view
Keep the useful question in view.
Discovery, customer communication and enquiries are different jobs.
Publishing also creates a need to answer and maintain content.
A useful response depends on the purpose of the channel.
Name what the channel should help the customer do.
Review the conversations or contact actions you intended.
Next step
Work out what deserves attention first.
Tell us what you want to improve. We will discuss the useful next step.