Before a brand presents itself on social media, it should be decided which core messages are to be communicated to the outside world in the first place and “dimensions” should be established.
There are universal dimensions that are important to the content mix of all companies, such as: Channels/Platforms, Targets, Senders/Ambassadors, and Audiences.
On the other hand, there are company-specific dimensions – these can be described with terms such as “product houses,” focus topics, “marketing plays,” “main messages,” or even “campaigns” and are often derived from an overarching marketing and communications strategy.
At the beginning of the social media content strategy, it is recorded which dimensions already exist in the company, which need to be supplemented and which points require special attention. At this point, it is particularly important to weight the individual dimensions: what should the communication focus on?
The following areas are grouped under each dimension: