Social Media Club Atlanta presentation: Creating a Contextually Relevant World. Welcome to the era of contextual relevance, where the simplest 140 tweet can have as much impact as a highly produced YouTube video. Understanding the difference between content and context is key to mastering social publishing, and can act as a multiplier for a small content budget. Forget content strategy - a context strategy will become the most critical tool in your social media arsenal.

1. creating a
contextually relevant
world
@sunnitho

2. • defining context
• context vs content
• how to build a strategy for
context

3. this week’s context issue: selfie-gate

5. content is...
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•
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image
video
text
article
white paper
blog
link
vine
PDF
application
game
poll
gif
...etc

6. context is...
• where you place your content
• when you place your content
• how you place your content

7. Video
Article
Image
Culture of the moment
(context)
Tweet
Gif

9. VMAs
high school
students
suspended
hoax
video
created
hoax
video
posted

11. planned publishing vs
reactive publishing

12. you must be equal parts this....

13. ... and this

14. how to plan for
context

15. step 1:
establish roles and
processes

16. • who is in charge of the content calendar? content
• who creates or curates the content? creative,
content, social
• who is on the edit desk? proofreading, content,
social
• who monitors and moderates? social
• who protects the brand? account, client, PR
• who identifies relevant opportunities? everyone
• who measures success? social, analytics

17. step 2:
know your audience

18. be interested to be
interesting

19. define your audience as specifically as possible
gather the usual data:
• how they consume and use media (media data)
• their attitudes, beliefs, behaviors (planning data)
• what they like to talk about with others (social data)
update this data on a daily basis

20. have a good old-fashioned rundown, every day

21. step 3:
know your lane

22. off-limits
off-limits
trending topics you can and
should respond to

25. step 4:
ignore your plan

28. step 5:
practice your S.A.

30. via businessinsider.com

31. tips for developing situational awareness:
• be curious - question everything
• play chess (think 3 moves ahead)
• know your critics
• spot check, gut check, fact check
• make checklists
• document and review mistakes (those
who forget history are bound to repeat it)

32. Context strategy toolkit
• Clear descriptions of roles and responsibilities
• Audience data updated as much as daily
through listening
• Defined guardrails
• Team rundowns (in-person, phone or virtual)
• S.A. checklists