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Social media identity from scratch

By now, almost everyone seems to be on one social media platform or another. But crafting an identity for your social media presence means knowing who you are, where you need to be and what you need to say.

One of the big things about defining your identity is making sure it can survive changes of personnel. “Hold up,” you say, “we’re a small organisation and I don’t have time to define my identity. We’ve got a social whiz who handles all of that.” But whizzes leave, the environment is ever-changing (Twitter doubling its character count, for example) and having a strategic base to your social strategy makes decision-making easier. Your identity should give a clarity of purpose to guide you, no matter how big you get. In the rapid response world of social media, an identity liberates your social media staff to concentrate on great content.
So, to prepare your business for a strong identity and growth in accounts, ask the basics: where, why and who? Where should we be on social? There’s…
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Spotlighting Microcopy

The announcement of the finalists for this year’s Walkley’s awards may be the first recognition of microcopy by the mainstream media. In the category of Headline, Caption or Hook, The Australian newspaper’s website has been nominated for its cute 404 error pages.

Keeping Content Audits on TRACC

The best way to understand your content is by auditing it. It's a simple process of taking out that digital clipboard to tick what you’ve got and what you need.

While there are several purely quantitative methods (content age or visitation), a content audit is the best way to test those opinions like "All our content is stale" or "No-one ever uses our content". It gives you the hard evidence that equips you for content improvement, migration or even killing off large parts of your website.
Brace yourself. A content audit means going through your content page by page (by page, by page…). If your site is particularly large, you might want to start with a small, representative sample – say all of the About section. Start with that to get a snapshot of your content and how it’s structured. But a full content audit is your chance to get a deep understanding of your content that should help form your content strategy for the next five years.
Creating the Content Invento…