Digital Social Media Strategy Creating expert reviews Architecting valuable content with social media

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Vernon Black
8 years ago
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1 Digital Social Media Strategy Creating expert reviews Architecting valuable content with social media Getting social media right is challenging. Many blogs go unread, many forums remain silent and many brand managers waste their time and budget by focusing energy in the wrong direction. Harnessing consumer involvement in product reviews demands understanding the nature of participation and having the right approach to content. Expert reviews should be at the heart of content strategies that rely on translating consumer comments into something meaningful for others to review. These social media strategy notes provide a simple template for getting the right framework in place for expert reviews. Around the expert reviews, simpler participation such as ratings, tag clouds, reviewer ratings and secondary consumer comments can easily be incorporated.

Harnessing consumer involvement in product reviews demands understanding the nature of participation and having the right approach to content.

2 Social media strategy Architect quality conversations

3 Approaching expert reviews Getting social media right is challenging Harnessing consumer involvement for product reviews demands getting the framework for participation right Expert reviews should be at the heart of content strategies They translate consumer comments into something meaningful for others to review These social media strategy notes provide a simple template for getting the right framework in place for expert reviews Around the expert reviews, simpler participation such as ratings, tag clouds, reviewer ratings and secondary consumer comments can easily be incorporated.

meaningful for others to review These social media strategy notes provide a simple template for getting the right framework in place for expert

4 Process for building successful reviews Using expert reviews in social media Consumer generated links, posts, forums and social media Comment posts from community Print URL Page title Meta data Product naming conventions Expert review Text Content strategy Editorial policy

media Comment posts from community Print URL Page title Meta data

5 Process for building successful reviews Using expert reviews in social media 1. Establish the commercial goals of the site 2. Translate these into content development goals 3. Build the content strategy 4. Identify the products and the naming convention 5. Create the site architecture, URLs, meta data and tagging conventions 6. Establish editorial guidelines and policies for reviewers 7. Build the framework for the expert review content platform 8. Recruit the reviewers 9. Encourage comment and participation 10. Encourage wider dissemination of the links and content

Create the site architecture, URLs, meta data and tagging conventions 6. Establish editorial guidelines and policies for reviewers 7.

6 Schematic of core architecture Using expert reviews in social media Set clear product names at the start Headlines that include product Product naming convention URL Meta data Digital Strategy Consulting URL should include product name Reviewer by-line Summary text written to brief Tag cloud Full text following editorial guidelines Photo and video uploads Comment posts from community Navigation for SEO and discoverability Headline text By (name of reviewer) 100 word summary Tags Extended text Comment Comment Comment Navigational links + Good ***** - But Meta data should include product Star ratings give instant feedback Name the reviewer and enable scores Good and buts provides balance Link deeply to the forum Encourage further comments

Navigation for SEO and discoverability Headline text By (name of reviewer) 100 word summary Tags Extended text Comment Comment Comment Navigational links + Good ----- ----- ---- ***** - But

7 More information Publishers Digital Publishing Strategy Academy Digital publishing strategy development Social media marketers Digital Social Media Academy Digital social media strategy development DigitalTrainingAcademy.com/socialmedia Additional support

Media Academy Digital social media strategy development

8 No strategy? No conversation.

9 Digital Social Media Strategy Creating expert reviews Architecting valuable content with social media Getting social media right is challenging. Many blogs go unread, many forums remain silent and many brand managers waste their time and budget by focusing energy in the wrong direction. Harnessing consumer involvement in product reviews demands understanding the nature of participation and having the right approach to content. Expert reviews should be at the heart of content strategies that rely on translating consumer comments into something meaningful for others to review. These social media strategy notes provide a simple template for getting the right framework in place for expert reviews. Around the expert reviews, simpler participation such as ratings, tag clouds, reviewer ratings and secondary consumer comments can easily be incorporated.

1. Why is brand consistency important? 2. 2. Website reviews 2. 3. Quality assurance 2. a. Siteimprove 2. 4. University brand and style copy 3

TABLE OF CONTENTS: 1. Why is brand consistency important? 2 2. Website reviews 2 3. Quality assurance 2 a. Siteimprove 2 4. University brand and style copy 3 5. Content tips 3 a. Break up your copy 3 b.