Designing Your Social Media Strategy
Designing Your Social Media Strategy
Written by, Beth Bender
I was thrilled to be invited to speak at a Dallas ASID meeting recently and chose to talk about designing a social media strategy. I am often asked about social media and its role in strategically growing an interior design firm. I was delighted to share what we have learned at The Dove Agency, and I happily share it here on today’s blog.
To begin, let’s suppose you have a client with an 8 by14 foot dining room who tells you they want a round dining room table that seats eight to ten because their friend has one they really like. You would delicately help them understand the physical boundaries they are working within; and why visually, functionally, and aesthetically, it would be a bad decision for the space. Developing a marketing strategy is no different. It requires an understanding of your boundaries in order to creatively design, implement, and evaluate your plan.
When developing a social media strategy, consider the boundaries that will determine your ability to meaningfully relate to and engage with your followers: relationships, time, and content.
When Instagram changed its algorithm, it changed the way we see things—literally. Whom you see at the top of your feed is based on whether or not past interest has been shown in the content; how recent the post is; and most importantly, the depth of the relationship. It is extremely important for designers to define with whom they are building relationships (prospects, clients, vendors, editors, colleagues, etc.), and then start building depth with engagement. The deeper your relationships are, the more visible you are in one another’s feeds.
Engaging across social media platforms like Instagram, Facebook and Pinterest can suck up a lot of your most valuable resource: time. Consider setting time limits and selectively engaging in valuable social media relationships. One thing we have found to be helpful in this is to use Instagram’s mute feature for those whom you do not intend to engage. For those you do engage, remember: your meaningful comments keep you relevant with followers, affect their audience (free marketing, anyone?); and create greater depth of relationships. It’s a small strategy with a big impact!
What we have found common among most designers is a shortage of content. Quality images are costly and difficult to curate; those before-and-after shots are often before-and-afterthought shots. If you choose to have a sophisticated social media aesthetic, then you must develop a budget for quality content. Have your work professionally photographed and build this cost into your projects.
Be yourself! Copying someone else’s feed fails in the same way copying another designer’s project in a different space does. As a designer, you develop creative, beautiful spaces and implement installs flawlessly. Consider your social media feed in the same light, allowing the elements of design to be your content guide:
Balance is your image, bringing visual weight to your post.
Emphasis is your caption, drawing selective focus to your image.
Rhythm is your use of hashtags and tagging, which systematically position you to move among multiple audiences.
Proportion and scale are your engagement efforts and should be in proportion to the size of your audience.
Harmony is your narrative—the seamless incorporation of elements that demonstrate your brand story.
Your social media presence should strategically tell your story in the same way your design work does. If you haven’t designed your social media strategy yet and need help getting started, we’d love to help you! At The Dove Agency, our clients enjoy a turnkey social media experience as we curate an aesthetic, select impactful images, develop meaningful copy, include targeted hashtags, and execute a content marketing plan that promotes brand identity, broadens reach, and engages followers.
I can’t thank you enough for stopping by the blog today. If you’d like to learn more, I’d love to personally chat with you! You can reach me directly at 214.382.8192.
All the best,