The 80:20 rule
The 80:20 rule is a great way to start developing your content strategy. Our content must be customer focused and help solve our customer's problems. so:
- For 80% of the time, talk about things that are relevant to your audience. Draw them in with added value. Share ideas and free resources, ask questions, make Access relevant to them by solving problems and building a connection for when they really do want to find out about our products. Make it sound engaging, that we understand their issues and can help.
- For 20% of the time, talk directly about our employees, culture, charity work, events and products.
Remember that we have two overarching goals for our social media and you need to think how your content will help meet these goals: - Increase awareness of Access as a brand and of our products, growing and engaging our communities across different platforms.
- Generate more leads, accurately attributing to the relevant campaign and channel.
If you are responsible for an Access social media account, you need to have a content plan that shows what you are posting, at what time, on which day, who it is targeted at and why you are posting it.
Make sure you know when is the best time of day to post. Hootsuite will suggest and schedule this automatically. Your plan should be made up of diverse content types and the posting frequency must be appropriate to the platform.
Best Practice
- Ensure the Access brand is prominent and applied consistently across all content
- Strong visual content is key, make sure your content is relevant and appropriate for the brand
- Use 'alt text' to describe images to make sure your posts are accessible
- Monitor and appropriately respond to comments on on your social posts
- Make it a habit to #UseCapitalLetters rather than #hardtoreadlowercase in hashtags. Keep hashtags relevant to the subject
- Some hashtags may need consideration before using on your posts. Seek advice from [email protected] before using hashtags that relate to politics or current affairs
- When using emojis, make sure they make sense and are relevant to your post. Make sure you know what your emojis mean!
- If you want to post a giveaway/competition on social: create a landing page for the T&Cs (example) and link the social post to it (example).
- Do not to post asking for donations from our business social accounts.
- You can publish Trustpilot reviews on social media channels but not on Amplify. If you come across any negative comments or complaints, please let the Brand & Comms team know by emailing [email protected].