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How I Work: Social Media Tools and Tactics – What I Play

This is part of a new series titled “How I Work,” in which I’ll reveal the tools and practices I use on a regular basis. If you’re just getting started with inbound marketing, this will help you figure out “what” and “how.” If you’re an experienced inbound marketer, you might find a new tip or two or (even better) be able to contribute some of your own ideas. 

social media audienceThis series about social media will cover a lot of ground. Over the next few weeks, I’ll talk about:

  • Where I play: Which social networks do I use and how do I use each one?
  • Who I play with: How do I build and prune my audience?
  • What I play: What do I share with my audiences?
  • How I play: What are the tools that I use?
  • When I play: When and how frequently do I post?

This week’s article covers what kind of content I share with my audience(s). But before we jump into my tactics, I need to repeat my standard disclaimer: Tactics are only effective when they’re part of an overall inbound marketing strategy.

The nature of the content you share on various social networks changes based on the audience as well as the medium. Let’s start with the audience. The primary goal of social media is to build an audience that wants to hear what you have to say. In order to do that, you need to understand your audience and what they care about. Then you need to find and/or create that content and share it with them. But you don’t necessarily want to share the same content on every social media channel. They each have their own nuances, which need to be understood.

In this week’s “How I Work,” I’ll talk about my audiences (yes, plural) and the channels I use to engage with them.

My Social Media Audience(s)

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And so I think those are the three keys to a successful social media strategy; know your audience segments, share the right kind of content and maintain a positive social capital balance. Here’s one final tip: There really aren’t any shortcuts. It takes time and hard work to build a valuable social media asset. But isn’t that true of anything that’s worth doing?

Next week, I’ll share the tools that I use to make my hard work as efficient as possible. If you’re not already, be sure to sign up for my weekly newsletter – The Inbound Marketing Inquirer – to get the entire series delivered to your inbox.

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