Phase 2: Basic Publishing – Building Consistency

By adopting basic technology, like social media scheduling tools, companies can plan posts in advance, leading to a more organized approach. This structure helps build brand recognition and provides a consistent brand image for the audience. Although there is still limited employee involvement and interaction, this phase sets a strong foundation for companies aiming to grow in their social media strategy.

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Characteristics of the Basic Publishing Phase

• Regular content planning: Companies work with a content calendar, ensuring consistency and regular visibility.
• Brand recognition and trust: Consistent posting strengthens brand identity and builds trust with the audience.
• Informative content with limited interaction: Content focuses on updates and product information, with minimal audience engagement.
• Use of publishing tools: Basic social media scheduling tools streamline the publishing process, keeping everything organized.

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Does This Sound Familiar?

Companies in this phase often feel they’ve gained "more structure" in their social media efforts but still lack the depth and interaction that come with a more comprehensive strategy. Common remarks include, "Our posts look more professional, but we get few responses," or "There’s a clear plan, but engagement remains low."

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Why Move to the Next Phase in the Social Strategy Readiness Model?

‍The next step, Experimentation, strengthens your social media strategy by involving employees through employee advocacy. This approach leads to authentic content that reaches a broader audience and enhances credibility. The benefits of moving forward include:

• Increased engagement: Activating employees personalizes the brand message, allowing it to reach wider networks.
• More diverse content: Experimenting with different content formats helps you discover what resonates best with your audience.
• Foundations for a community: Increased audience interaction begins to create a more engaged brand community.