First of all, it is important to integrate the fact that the editorial line is inseparable from any communication strategy. Without strategy or vision, there can be no Anguilla Email List coherence, and without coherence, unfortunately, no miracle, efficiency is a term to be forgotten. WHAT IS AN EDITORIAL LINE AND WHY DEFINE IT? Zhe editorial line, a set of rules established by the editorial service to guarantee long-term harmony between and in the content, includes three major commands and benefits: Establishing a framework and referring to it regularly requires the implementation of internal controls. These self-checks, believe me, are beneficial and will prevent you from producing similar or dissonant content;
Having a reference document will also allow a team to arbitrate more easily on the choices and prioritization of subjects. The editorial line thus contributes to the peace of households in the editorial committee; Finally, offering your target a clearly identifiable editorial framework will allow you to be both more visible and more credible. Your editorial line is then associated with a certain positioning, your production will in fact generate a stronger attachment. More than a simple rule of control and management of content, the editorial line reflects your identity through the chosen tone. It is therefore important to take the time to think about it a little before starting any production. HOW DO I DEFINE MY EDITORIAL LINE?
For 30% of companies, only one person is in charge of social matters
The first step is to be clear about what message you want to convey, to whom and how. Basically, why, for whom and how are you going to produce content? Note that it is essential during this phase to ensure the consistency of your line with the visible and ‘hidden’ codes of your target. The second step is to establish clearly identifiable benchmarks. Your support regardless of its format must be organized. To illustrate this argument, we can take a monthly magazine as an example. Over time, over the course of the publications, your readership will have acquired the reflexes of handling your production and will know even before having opened the first page how to find the desired information.
It is therefore important to maintain consistency to support your target in his reading. The third step aims to strike a balance between production formats. To avoid fatigue and offer your target audience several reading levels, you should alternate so-called in-depth articles and shorter content. Be careful, this balance must also be found within the very construction of your subjects. Too great an imbalance between two paragraphs, for example, should alert you to the relevance of one of them. Finally, to enhance your message and deliver it to your target, your editorial line must mention the tone of your future productions. Direct, colorful, playful, or downright quirky, it’s up to you … and stick to it! To conclude, establishing and respecting an editorial line is fundamental to give your productions an identity and to encourage your targets to read and reread you.
The logic is obvious: small businesses have small teams
Hootsuite and the agency Visionary Marketing have just published the new edition of their social media barometer. This focuses on the use of social networks by companies and involves 9,000 respondents in more than 20 countries. On the French side, 427 respondents involved in the social strategy of their company are questioned. Social networks important in business strategy According to the Hootsuite study: 84% of respondents say that their company’s presence on social media is important to be competitive (78% in 2017) 77% believe that the importance of social media in their business has increased compared to last year Companies are increasing the number of accounts to manage. These figures relate only to active profiles that generate engagement,
And not to accounts deposited solely for security or brand protection reasons. We observe that 42% of brands manage between 4 and 10 accounts. In large companies, 1 respondent in 5 declares to lead more than 51 profiles or more. Not surprisingly, however, nearly a quarter of companies with more than 1,000 people manage more than 10 social accounts. The management of social networks is mainly centralized within a single team (68%) and 21% are managed by several departments. Outsourcing concerns 9% of companies. This centralization is especially valid in small and very small businesses (71 to 81%). Companies with more than 1000 people decentralize more easily (52%) and outsource a little more (11%). Teams of more than 6 people represent 15% of respondents.