Social Media Content Strategy for a Communications Agency

Is a Public Relations consultancy that develops creative brand and communication strategies for clients in diverse industries like beauty, apparel, hospitality, and more. TLC ensures that their clients are mentioned in reputable publications in a purposeful way. As an assistant I was tasked with writing and strategizing RFPs, source assets, and manage social media!

The Problem with TLC’s Instagram…

  • Instagram inactivity, assets were not posted on time and infrequently.

  • Unintentional visuals that had little to no input from the CEO

  • Miscommunication and slow response from our former social media manager

Solution I Provided

  • Develop a content strategy tailored for agency accounts

  • Create a visual strategy that is on brand with TLC but also respects the client identity

  • Develop a management system where the CEO’s effort is minimal but has plenty of her input

My Process:

Research:

  • Our Brand and Business: who are we, who are our clients, what is our competitive advantage? What is our daily tasks, how do we go about acquiring clients and build media relationships?

  • Competitive Analysis: determine competitors and their clientele. Understand their business and how social media supports the their business. How do their visual storytelling resonate with their target audience?

Audit the Status Quo:

  • Our social media performance: Does our visual media tell a story that resonates with our target audience? Does it support our daily operations?

  • Our activity: Why is our Instagram posting schedule slow? What is blocking our communication and process?

Planning and Executing:

  1. Mood-board: based on client visual assets that respect our brand. Deeply gather what is available on client’s communication channels.

  2. Determine Content Pattern: how we mention journalists, clients through caption tagging and image tagging.

  3. Content Review System: Provide transparency to content strategy where CEO could easily review and approve.

Results:

Content Strategy:

  • Analysis of upcoming press and events, and built a real-time posting schedules so that our followers did not miss out on our news

  • Spaced out the posting schedule rather than posting bundles, which helped our posts’ visibility

  • Gathered client and journalist users and tagged them onto our posts so they are appreciated and visible

  • Captions and images that focus on client’s achievements, their wins are our wins

Visual Strategy:

  • Curate client image assets that support TLC’s lifestyle-centric brand

  • Images are clean and not too promotional, but still communicates aspiration

Content Management System:

  • Google Slides where images are placed with captions: sections separated based on client

  • Images are placed in order and organized way, where CEO can quickly edit or make notes

  • Linked to client image assets and posting schedules