This is a dish which satisfies every time – even the fussiest of executives will be back at the table asking for more. While it’s easy enough today to buy pre-made social media strategy lasagna from any agency, it’ll never taste as good and perform as well as a homemade one. Bon appetit!
Preheat your oven – ensure you have a consistent flow of energy to last the full cooking time, otherwise your social media strategy lasagna will not hold together.
In a large mixing bowl add 2-3 fresh social media strategic objectives – you’ll find these in all good organisations, or just ask your local senior management team to order some in for you. Then slowly mix in at least as many measurable goals as you have objectives. Don’t let the objectives and the measurable goals split – if this happens, discard and start over.
Add 2 cups of senior management buy-in, 1 cup of stakeholder engagement, 3 tablespoons of branding and 500ml of high-quality social media training (for best results I recommend net101 – available from most Australian capital cities; use a lesser substitute if you must). Mix together thoroughly by hand and set to one side.
In a non-metallic social media platform add layers of original content – I often use an even mix of educational, informing and entertaining, but it’s up to you. If including sales propositions do so sparingly as their bitterness is not to most people’s taste. If you are running short of original content you can top up with curated content, easily available online with a bit of sifting.
Between each content-layer add a few calls-to-action (often sold as ‘CTAs’ in most supermarkets). Why not throw an extra telephone number in for fun – it’s one of those classic CTA’s that goes well with everything.
Pour the mixture over your layered content, sprinkle with some attention-grabbing headings and bake on a low, consistent heat for several months. Test every week or so with an analytics skewer. When ready, serve with a side of fresh brand personality and a fine bottle of organisational transparency.
If you have leftovers, freeze in portions and reheat for internal meetings or conference presentations.