Creation of communication pieces in the Repository.
- Use the type of piece appropriate to the type of content.
- Include a suggestive title, this is what your ambassadors will see from their point of view.
- Do not use a title with all capital letters, it will give the feeling that you are shouting.
- Use the internal notes to motivate and give some indication, never to direct the ambassador's behavior.
- Set the correct category for each piece of content. You can only assign one category per piece. This classification is important because later you will be able to see through statistics which categories of content are most liked. Also your ambassadors will be able to set filters by category to browse your repository.
- Apply an appropriate scope to each piece. All things to all people is not a good practice. Content should provide value to each group of profiles.
- If you have a very large network of ambassadors, the correct use of the scope of the content piece is very important.
- Also limit the reach of social networks. Think about whether the content you are uploading is valid for all social networks or only for some of them.
- Make sure that the images have an adequate resolution, neither too large nor too small. These extremes can cause problems in the transmission and dissemination of content.
- Propose messages adapted to each social network. Put yourself in the ambassador's shoes and apply coypwriting techniques to create suggestive, organic and casual messages, not institutional or too corporate.
- Invite and train your ambassadors to provide personalized value by editing the copy before scheduling. In short, they are your followers and influence them thanks to a particular way of communicating.
- In the particular case of Twitter, your ambassadors are obliged to introduce changes so that the message is different from the one you have suggested. Do not include instructions to delete this sentence or remove to skip this measure.
- Keep in mind the content strategy defined by the company and suggest content that follows that line.
- Do not create several pieces of similar content associated with a company campaign. The messages could appear in a very repetitive way in the social networks of your ambassadors and this is a bad practice for spamming.
- If you want to reuse a previous content, you can do it, but keep in mind the time with respect to the last time you suggested it. If the time is too short, it can be seen as an imposition of content.
- Approve the content suggested by the ambassadors based on the content strategy criteria defined by the company.
- Use the scheduling option to advance your work so that the ambassadors can have new content on a weekly basis.
- If you have any doubts or suggestions, consult the people in charge of the ambassadors project in your organization.
- The number of new content per week is a balance that depends on the objectives of each project. It is important to have enough new content weekly.
- Never give directions or organize your ambassadors so that the content is used or disseminated in a coordinated manner.