FORTE CULTURA - Social Media Concept EN

Social Media Concept for fortified heritage 13 3.4 C ONTENT Now you know your audience and know where they are present in social media. Clarify now: what topics are relevant and how are the information needs of your target group? How should I package my content so that they are accepted? Embark on topic search. The more unique, spectacular, more exciting, the better. Take advantage of the entire spectrum of information and offer your fortress. See also our "E-Marketing Guideline for the fortified cultural heritage" . It is not always essential to create your own content. A reference to foreign contributions or oth- er interesting products that are not in direct competition with your offer makes you authentic and create a positive image. Your users will thank you for it, as long as it is indeed interesting or im- portant information. 3.5 M ANAGEMENT AND C ONTROL A sophisticated management is essential for efficient use of your human and financial resources. Use tools such as the editorial schedule to facilitate your work. It is a great help for you to dis- tribute your content efficiently on each platform. You can, for example, download templates from http://www.onlinemarketing-praxis.de/social-media/social-media-redaktionsplan-muster-als- vorlage . Define policies and responsibilities for dealing with social media for your business, which regu- late, for example, language, style and content. Brief your employees on a personal level, to en- sure that your communication is done authentically and is agreed on the respective channels. So-called publishing tools help you to achieve an effective time management. You can, for ex- ample, create all important posts in the beginning of the week and automatically publish them through this tool at a particular time in a particular channel. Free and paid providers are well rep- resented in the network and, depending on your budget, provide interesting analysis options. But do not forget a personal control of responses to your posts. Reputation management is also a central part of any social media strategy and should be underpinned by rules of conduct. 3.6 E VALUATION Without evaluation you cannot measure your success, nor detect mistakes and optimize your actions. A variety of proven indicators can be used for this purpose. Filter the relevant key per- formance indicators (KPIs) for your target position and the selected social media channels. (e.g. for purely quantitative detection of the number of Facebook fans, likes on a post, retweets on