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3 WAYS TO FOCUS YOUR MESSAGE
ON SOCIAL MEDIA
www.socialmedia.jou.u鍖.edu
TODAYS SOCIAL
To be successful in their social media strategy,
companies must do more than post fun images 
or share news. As a maturing marketing vertical,
social media needs to impact your companys
bottom line on a daily basis.
Doing so requires a social media manager who
can tie social e鍖orts directly to business goals
and overall marketing strategy. Here are three
ways you can re鍖ne your social media marketing
tactics to drive results for your business.
College of Journalism
and Communications
UNIVERSITY of FLORIDA
1.
FIND YOUR VOICE
De鍖ning a brand persona and messaging strategy is
the most e鍖ective way to ensure everything you say
on social media re鍖ects your brand. Start by choosing
three to 鍖ve words that describe your organizations
personality and build a persona that re鍖ects those
values. Once youve identi鍖ed those core tenets, craft
every message around one or more of these traits.
A smart brand persona will help your audience
determine the content they can expect and shape
every interaction you have on social media.
College of Journalism
and Communications
UNIVERSITY of FLORIDA
2.
DEFINE YOUR PURPOSE
Tactics should be guided by business objectives
and audience needs. If youre simply promoting
sales or sharing silly pictures, youre probably not
delivering value to your audience. Do your users
expect helpful customer support? Then implement
responsive systems to handle their requests.
If you dont deliver on the promises you make, 
or abuse the relationships youve built with 
your audience, your social e鍖orts will fall short 
of your goals.
College of Journalism
and Communications
UNIVERSITY of FLORIDA
3.
EARN YOUR PLACE
Continual self-promotion is a sure鍖re way to lose
your audience. Instead of inundating your audience
with promotional material, focus on starting
conversations or joining a wider dialogue with
consumers  helpful links, cultural or industry
insights and more.
Many successful social media marketers take an
80/20 approach to their messaging: providing
valuable, entertaining or insightful content 80
percent of the time earns the right to promote
products 20 percent of the time.
College of Journalism
and Communications
UNIVERSITY of FLORIDA
THE RIGHT SKILLS
It takes a savvy communications professional 
to build an impactful social media presence.
Organizations demand marketers with a range 
of analytical, storytelling and creative skills; it can 
be di鍖cult to sharpen these talents directly in 
the workplace.
The online Social Media masters specialization from
UFs College of Journalism and Communications
helps working professionals expand their marketing
toolkit to e鍖ectively manage a social brand.
College of Journalism
and Communications
UNIVERSITY of FLORIDA
3 WAYS TO FOCUS YOUR MESSAGE
ON SOCIAL MEDIA
Learn How Earning a Master of Arts in Mass Communication
Can Connect You to New Opportunities
College of Journalism
and Communications
UNIVERSITY of FLORIDA
www.socialmedia.jou.u鍖.edu

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3 Ways to Focus Your Message on Social Media

  • 1. 3 WAYS TO FOCUS YOUR MESSAGE ON SOCIAL MEDIA www.socialmedia.jou.u鍖.edu
  • 2. TODAYS SOCIAL To be successful in their social media strategy, companies must do more than post fun images or share news. As a maturing marketing vertical, social media needs to impact your companys bottom line on a daily basis. Doing so requires a social media manager who can tie social e鍖orts directly to business goals and overall marketing strategy. Here are three ways you can re鍖ne your social media marketing tactics to drive results for your business. College of Journalism and Communications UNIVERSITY of FLORIDA
  • 3. 1. FIND YOUR VOICE De鍖ning a brand persona and messaging strategy is the most e鍖ective way to ensure everything you say on social media re鍖ects your brand. Start by choosing three to 鍖ve words that describe your organizations personality and build a persona that re鍖ects those values. Once youve identi鍖ed those core tenets, craft every message around one or more of these traits. A smart brand persona will help your audience determine the content they can expect and shape every interaction you have on social media. College of Journalism and Communications UNIVERSITY of FLORIDA
  • 4. 2. DEFINE YOUR PURPOSE Tactics should be guided by business objectives and audience needs. If youre simply promoting sales or sharing silly pictures, youre probably not delivering value to your audience. Do your users expect helpful customer support? Then implement responsive systems to handle their requests. If you dont deliver on the promises you make, or abuse the relationships youve built with your audience, your social e鍖orts will fall short of your goals. College of Journalism and Communications UNIVERSITY of FLORIDA
  • 5. 3. EARN YOUR PLACE Continual self-promotion is a sure鍖re way to lose your audience. Instead of inundating your audience with promotional material, focus on starting conversations or joining a wider dialogue with consumers helpful links, cultural or industry insights and more. Many successful social media marketers take an 80/20 approach to their messaging: providing valuable, entertaining or insightful content 80 percent of the time earns the right to promote products 20 percent of the time. College of Journalism and Communications UNIVERSITY of FLORIDA
  • 6. THE RIGHT SKILLS It takes a savvy communications professional to build an impactful social media presence. Organizations demand marketers with a range of analytical, storytelling and creative skills; it can be di鍖cult to sharpen these talents directly in the workplace. The online Social Media masters specialization from UFs College of Journalism and Communications helps working professionals expand their marketing toolkit to e鍖ectively manage a social brand. College of Journalism and Communications UNIVERSITY of FLORIDA
  • 7. 3 WAYS TO FOCUS YOUR MESSAGE ON SOCIAL MEDIA Learn How Earning a Master of Arts in Mass Communication Can Connect You to New Opportunities College of Journalism and Communications UNIVERSITY of FLORIDA www.socialmedia.jou.u鍖.edu