Order and organization are on trend. Have you noticed this? Marie Kondo and her organization tips are all the rage. People want to get a handle on life by getting their personal “stuff” in order; However, order and organization are no less important for business marketing. This has always been true, a consistent marketing message throughout all forms of marketing and advertising has always been a characteristic of a successful marketing strategy, but it is even truer today now that promotion is fragmented among a wider array of channels such as print, audio, video, and social media.
The danger, especially when the responsibility for each channel is farmed out to a different person, is that the message can become confused and incoherent. What is more, the right hand might not know what the left is doing.
Below are five tips for keeping your social media marketing efforts organized and on point.
Tip #1: Write Out a Plan Ahead of Time
Every marketing campaign has a desired end. In order for your social media marketing (and all marketing efforts) to work towards achieving that end, you have to first define what that end is. Social media should not be thrown out just off the cuff. Each of the stage of the development of your overall marketing plan for your business should be in the back of your mind when crafting your social media posts. How does this post reflect the overall mission and culture of your business? What aspect of the problem that your business solves illustrate? Which demographic group does this post speak to?
Often you will see a business assign social media responsibilities to administrative staff or an intern. It’s perfectly fine to give the task of the posting or scheduling of those updates; however, even in updating and monitoring social media, it is important that the responsible person is familiar with your companies overall mission and values.
My recommendation is to not only have your written corporate mission statement, business branding guidelines, and a defined marketing plan, but to also write out your marketing plan specifically for social media ahead of time.
I know, I know . . . That sounds like so much work! Yes, it is. But if you’re going to promote your business online, make it worth your time.
Having a framework for your social media updates removes uncertainty about the types of things that should be posted and ensures that all channels of your business’s promotion have a consistent message.
Tip #2: Have Consistent Categorization for Creative Elements
My second tip is to have a consistent categorization for all of your creative elements that go into creating your social media posts. There are a couple of aspects to this. The first are the elements themselves. There have been so many times when in reviewing a new client’s existing social media presence that I’ve asked if they still have a particular image or video element that is used in an existing image or video and they aren’t sure if they have it or where it came from. If a particular creative asset was designed or developed by a third party agency, you might not have that particular element; however, make a note of where that asset came from.
For example, keep a record of who created a video, when it was designed, how much it cost, and the formats available. If you have raw footage, write that down as well.
If you are creating social media graphics using images from stock photo sites, keep a record of your business membership details for each site as well as the licensing details. For example, there are a number of stock photo sites that have free images, but the licensing agreement for those images may vary from photographer to photographer, even on the same site. Even when you pay for royalty free images, there are often restrictions on types of use.
My recommendation is to create a document to record the details for your digital assets with all of these details.
But maybe you’ve taken images at your place of business. We all know that the best marketing for any business is happy customers; however, if you have photos of customers, make sure that you also have their permission to use that image in your marketing and media. This means getting a model release signed. These releases should be kept on file in your digital assets documentation.
(I am not an attorney. If you want a legal opinion, please consult your attorney. My opinion as a marketing consultant is that a social media post is not worth getting into a legal battle no matter how cute the picture.)
The other issue related to photos taken at your business is the question of who took them and who owns the copyright. The person who creates the work, in this case the photographer, owns exclusive rights to that work.
If an employee took them, this would most likely be considered “work made for hire” and you, as the employer would own the copyright. However, this depends on the terms of the employment contract. If you bring in someone on a contract basis, unless you have a written agreement specifically stating that the resulting images will be considered “work made for hire,” the copyright is owned by the photographer.[1]
Again, I am not an attorney. Please consult a legal advisor and research your own specific situation. My advice to you is that copyright and licensing of digital assets is important . . . important enough to have a system for tracking the elements you invest in.
To recap, when you look at the variety of images and videos that you have posted online, each of those images and design elements could have a different copyright and usage terms behind them. Your social media manager should have a handle on how those items can be used.