When was the last time you properly read your social media strategy or crisis plan?

It’s probably been a while because (and I’m guessing here) it’s a lengthy, dense document filed away somewhere on your computer. It’s not easy to access quickly, not easy to read and certainly not easy to remember.

I’ve been thinking about this as I create a new social media strategy for one of my clients. I want to make sure it is a document they actually use.

Here’s what happens when you aren’t able to engage with key strategy documents easily:

• You forget it even exists
• You can’t actually make use of it because it’s so unreadable
• You give up on it because you can’t find what you need quickly

Which results in:

• A poor crisis response
• Social media content that misses target audiences
• Confusion, chaos, miscommunication and probably a lot of money down the drain.

So how do we solve this and actually create documents that we not only look at regularly, that we actually read and remember? Here are some tips.

Keep it short and sweet

Condense the key information down into just the basics. What is the most important information someone might need quickly. A longer more formal document might need to exist, but for day-to-day use, keep it simple. Make sure you’re using clear, plain language too, no jargon.

Big clear headings

Anything that saves people time finding the information they were looking for is a good thing. People shouldn’t be spending time scrolling through a wordy document looking for the tiny bit of information they need. Make it incredibly easy to find a specific section or topic with large, clear headings. Don’t forget to have a contents section at the beginning for quick access.

Make it visually appealing

We are visual people. So use logos, icons, photos and shapes to help people navigate and consume information. Colour can be used to distinguish between chapters or to highlight a specific type of content in each chapter. Well designed documents not only help save people time when scanning through, it also makes the information more memorable.

Print it out

An important document hidden away in a folder inside a folder on a computer is useless. It needs to be where people see it daily. Summarise the information down onto one page, print it out and stick up near your desk. You can get creative here too: It could be a big poster on the wall, a small postcard stuck to your computer or even a magnet for your fridge.

Update it regularly

The key to making sure it’s a document you actually use is to keep it up to date. The minute it’s out of date it’s useless. Reviewing the contents regularly will help keep the information fresh in your mind. A document like a social media strategy should always be updated every 6-12 months anyway. As trends and channels evolve so quickly, so must your plan. Don’t forget to delete/throw away old versions so other people aren’t working from an outdated version!

Get a second pair of eyes on it

A strategy, process or plan is only effective if it’s used. A second pair of eyes will help ensure it is well structured, clear, understandable and memorable (all the things I’ve mentioned above). A second pair of eyes (someone who has never seen it before) can also help with making sure a new employee can understand it without needing extra context.

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That last one is something I can help with! Book a call with me to review and refresh key documents

If you’re interested in my knowledge and skills to help your business, get in touch using the contact form above.

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