Your content will be driven by the target personas you are trying to reach on your social channels and your objectives for each stage of the customer lifecycle. Based on your assessment in the earlier chapter on personas, you should have a solid understanding of what tone, style, and delivery strategies to use. Are you […]


Now that you’ve identified your social media goals across the entire customer lifecycle, it’s time to put them into action. Because of the immediate, 1 to 1 nature of social media marketing, your buyers expect your brand to behave like any other person on the platform. So, in order to be successful, your content needs […]

Early-, Mid-, and Late-Stage Messages

There are different types of messages that you can deliver over social media and often those messages correlate to the goal you are trying to accomplish. These messages work to nudge buyers along the entire lifecycle—from awareness to advocacy. Let’s look at how to identify and define the different categories of messages: Early: Early-stage messages […]


In 2007, Twitter began as what many considered to be a flash-in-the-pan social media outlet, but brands and organizations can no longer afford to ignore the power of Twitter. Twitter is a virtual water cooler where the world’s news breaks and people gather to discuss industry news, pop-culture, and their daily musings. As of December […]


Facebook is one of the most widely adopted social media platforms. In fact, according to Pew Research Center, 71% of American adult internet users are Facebook users as well. And globally, there are more than 1.59 billion active users and 1.44 billion active mobile users on Facebook every month. Its continued success is largely attributable […]