Before Social Media Lead Brittany Sheppard joined the team at prAna, the brand hadn’t invested much in the way of its social presence.
“When I think of the state of social before I got to prAna, I very much think of the wild, wild West,” Brittany said. There weren’t established processes or a structure in place, which meant there wasn’t a lot of visibility into what other functions of the broader team were publishing. Not to mention, she was a team of one.
In her time with the company, she’s been able to give social a voice in the wider organization by creating her own path for visibility and alignment with the great objectives of the company. Here are four ways prAna’s Social Media Lead aligns her social strategy to overall business goals every day.
1. Share your editorial calendar
When Brittany first joined prAna, she consolidated information from various channels to create the company’s first content calendar, which covers their social, web content, email, catalog and more. It has become an every day, microscopic view of all upcoming content.
Organizing all the stories the brand was telling, from customer adventures to product news, into a calendar allowed prAna to create a sense of consistency across every channel. And that level of visibility pays off.
Her goal in creating and sharing a holistic editorial calendar was to boost awareness of prAna’s brand efforts. They did that and more—breaking down silos, creating consistency and ensuring they’re putting out the best quality content. With this kind of open collaboration, everyone is invested in social and social is ensured a seat at the table.
“My journey here at prAna has been to try to take the social media channel from a reactive state towards a proactive one,” Brittany said. Aligning with the organization’s goals has allowed social to step into higher-level conversations from go.
Data shows that more than half of C-level marketers (53%) say proving the value of social to teams outside of marketing remains a challenge. Like Brittany, they know they can impact different teams with the social data at their disposal, but they struggle to find ways to prove it. Brittany shares her calendar with marketing directors, the creative director and even the VP of marketing. Leadership always has insight into how every message prAna publishes aligns with the brand’s goals. And it opens up the floor for leadership to provide feedback.
Try this: Connect with other teams across your organization to inform your own content calendar. Schedule a recurring meeting that brings together a few minds from each department. Creating an ongoing discussion will ensure that teams understand your social priorities, see how your work intersects with their goals and find connections and opportunities across both of your initiatives.
2. Build social goals around business goals
Throughout the year, prAna has checkpoints to ensure they’re always executing the right tasks and hitting the right milestones to achieve established goals.
One of the brand’s biggest business goals this past year was to better connect with their audiences. Brittany took inspiration from one of prAna’s company rituals—a one-minute meditation every day—and created a social experience the entire organization as well as the brand’s audience could take part in, together, in real-time.
“The more we align our team goals with their company goals,” Brittany said, “the more our teammates are able to recognize the power of social media and see how we’re a force to connect with their audience.”
Using Instagram Live, Brittany and team aren’t only showing off part of their company culture, but they’re inviting their audience to join in with them. You see this commitment to their audience across each social platform, not only with interactive live content but with customer storytelling and contests that live up the brand’s slogan, “Clothing for positive change.”
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