Consulting

Steve Goldner provides consultation services to companies implementing brand, digital, content, and social strategies and plans. Additionally, Steve mentors company content and social managers to integrate their practice in overall company programs and objectives to produce content/social metrics aligned to corporate KPIs (key performance indicators).

The Challenge – There continues to be a gap between C-Suite objectives and content/social media manager executions. Organizations need to evolve to a brand/content/social culture as opposed to simply executing tactics. The problem most organizations face is knowledge and expectation gap between executive leadership and content/social managers. Often, the content/social managers do not have the right information and/or knowledge in order to align with the overall business strategy due to lack of brand marketing and business experience.

Filling the Void – Steve Goldner provides brand and target market assessment, content/social audit, and integrated content/social strategy and plans for organizations looking to drive measurable content/social marketing results.

The Brand/Content/Social Strategy starts with assessment of brand definitions:
• Brand target audience
• Brand value proposition
• Brand position

Next a content/social audit is performed evaluating:
• Brand’s existing social channels
• Theme assessment to determine themes driving brand relevant conversations
• Competitor digital presence

Once the pre-work is performed the brand/content/social marketing objectives are set. The marketing objectives are:
1. Communication Goal
2. Target Audience
3. Target Audience Perceptions
4. Defined Social Offering
5. Call to Action

The resultant social strategy includes:
• Social target audience definition
• Messaging strategy
• Content strategy
• Social media channel plan
• Engagement strategy
• Influencer strategy
• Performance metrics and reporting

Once the brand, content, and social strategy and plan are in place, Steve coaches the in-house content/social manager so they can take over the company’s content and social marketing responsibility and drive success. This is really a scenario of temporary management and transition of brand/content/social marketing responsibility from an outsourced consultant to in house party/group.

The content/social manager coaching tasks typically include (but are not limited to):
• Work hand in hand with social manager to explain and execute the social strategy
• Manage social manager for limited time
• Coach social manager on optimal use of social tools
• Assist in content production
• Work with social manager to define social workflows
• Assist social manager in collaboration across company
• Overall resource of mentoring and support

If you are interested is discussing how Steve can help drive content/social success at your company, please contact him at social.steve.goldner@gmail.com .