I recently came across this excellent post written by Jeffrey Cohen of Radian6, 6 Layers of Social Media Content Strategy, and also Mark Smiciklas’ graphical interpretation of Jeff’s metaphor. I loved it so much that I decided to take it one step further and create an infographic from it, adding some of my own thoughts on an effective social content strategy.
Content creators are often inspired by their surroundings when developing ideas for their social media profiles, but their content strategy is the guiding principle that makes it all work. Good content marketing plan contains a number of different elements including theme, audience, tone, publishing channel, etc. But how do all of these components come together to form a cohesive strategy? Well, it really is as easy as making a cheeseburger.
Pickles and other Condiments (Format)
How do you slice the pickles that you put on your burger? They can be sliced in circles, sliced the long way, or even with a crinkle cut device to make pickle chips. These are the different kinds of content you can publish, like written blog posts, photos or videos. There are lots of ways to tell stories and share best practices with your target audience. Knowing what kinds of content resonates and drives the most traffic back to your blog lets you create the right mix.
Lettuce (Tone)
A big lettuce leaf adds crunch and texture to a burger. The voice and tone of a company’s content adds texture to the words, photos and videos you post to make them more interesting and entertaining. Humorous videos about routers are more likely to connect with viewers than factual, straightforward product videos.
Cheese (Relevance)
Cheese makes a burger tastier and keywords make social media content more relevant. Do you know what keywords are important your followers? Many marketers focus on keywords for search, as in what keywords are prospects searching for, but in the endless stream of social content, it is imperative to know which keywords are drawing their attention on the social web.
Meat (Content)
The meat of your strategy, and don’t worry, this will be the only bad pun in this post, is the high level topic of your content. Good social content strategy is just good social storytelling. Whether you are sharing content on a blog, Twitter, Facebook or LinkedIn, you should know the story you want to tell. Effective social media content is educational or entertaining. People don’t really want to hear about your products. Your website already does that.
Prospects and customers want to find solutions to their problems. They want to know how to do things better or more efficiently. Airlines don’t blog about their ticket prices. They share travel tips or information about popular destinations.
Sauce (Audience)
Sauce is a matter of personal preference and my preference is steak sauce. Yours could be ketchup. Or mustard. A key element of your content strategy is knowing your target audience and their personal preferences. Create personas to define who your target customers are, so you can create relevant content. Talking to a current employee is different than talking to a candidate or consumer. They have different needs but you will want to deliver a consistent story.
Bun (Platform)
And it is all held together by the bun. This represents where you post your content, whether it be on Facebook, a blog, Twitter, LinkedIn or any other place you have a social presence. The bun keeps everything organized, together and properly branded. Also, make sure your platform is timely and genuine — afterall, no one likes a stale bun.
Sources:
http://www.radian6.com/blog/2011/11/social-media-content-strategy-layers/
Social Content Strategy – Cheeseburger Style https://t.co/ehoyTvJi0M vía @socialworkplace
Social Content Strategy – Cheeseburger Style http://t.co/Z7BRXARvS9
Social Content Strategy: Cheeseburger Style (because who doesn’t like a cheese burger) [INFOGRAPHIC] http://t.co/9vjHfQ0v2x
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Social Content Strategy – Cheeseburger Style http://t.co/SbDFj0ANyE
Social Content Strategy – Cheeseburger Style http://t.co/4PzIds5Edd via @socialworkplace
Trek in een Social content burger…… http://t.co/NJORTQq8Yh Contentstrategie vergelijken met hamburger. #InfoGraphic
Social Content Strategy – Cheeseburger Style http://t.co/G7bGnTga via @socialworkplace
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Nice visual way to break down social content strategy Elizabeth. I recently wrote an article on the The Future of Content Strategy and the importance of using Social Data to inform your content strategy. I’d really appreciate your opinion on this.
Social Content Strategy – Cheeseburger Style http://t.co/bdCxRQxu
Remember the Hamburger writing model used in grade school? Well, it just got revamped..social media style. http://t.co/SW7WgFyQ
Social Content Strategy – Cheeseburger Style http://t.co/aKCct3WP #socialmedia
Social Content Strategy: Cheeseburger Style – http://t.co/SxFs1QwE #digital #socialmedia #strategy
Social Content Strategy – Cheeseburger Style, by @jeffreylcohen http://t.co/83gjhtVU via The Social Workplace
Social Content Strategy – Cheeseburger Style, by @jeffreylcohen http://t.co/83gjhtVU via The Social Workplace
Social Content Strategy – Cheeseburger Style, by @jeffreylcohen http://t.co/83gjhtVU via The Social Workplace
Love this! Social Content Strategy – Cheeseburger Style http://t.co/zv9QFUto
Social Content Strategy – Cheeseburger Style, by @jeffreylcohen http://t.co/c9W94lWI via The Social Workplace
We love Infographics and here is a great one on Social Media Content strategy! Let us know what you think!… http://t.co/D6Mjbkec
Social content strategy, cheeseburger style – http://t.co/djMe0MWb #SocialMedia #Content
When each ingredient matters! [Blog] Social Content Strategy – Cheeseburger Style – http://t.co/o5PIyb9V. (via @socialworkplace)
#comm215 What is your social content strategy? This interesting link splits the strategy in a "cheeseburger style"!
http://t.co/2T4dqdfL
http://t.co/BBnSn7Wm – Social Content Strategy – Cheeseburger Style
Social Content Strategy – Cheeseburger Style http://t.co/NuhlnXzk via @socialworkplace #MGT4966 blog post 5
#comm215 interesting read on SM's strategy. "Cheeseburger Style" strategy. Integrated strategy for content creators. http://t.co/HYqE1DgA
#com215 interesting read on SM's strategy. "Cheeseburger Style" strategy. Integrated strategy for content creators. http://t.co/HYqE1DgA
Social Content Strategy – Cheeseburger Style – http://t.co/0LTaQfan. (via @socialworkplace) #in
Your GF isn't the only one obsessed w/ #Facebook http://t.co/WC9m62K6 | @Socialworkplace http://t.co/fRcjI2pE
Social media strategy is like a cheeseburger. http://t.co/hlMGmeti All components of this infographic must come together.
6 Layered Social Content Strategy – Cheeseburger Style Infographic. Interesting representation! http://t.co/vNC4CAEF
Social Content Strategy – Cheeseburger Style http://t.co/Sd9PTzbI @socialworkplace aracılığıyla
RT @mqtodd On topic! RT @eavchat @ross_quintana: @BundlePost: Social Content Strategy – Cheeseburger Style – http://t.co/8qRjHCmk #eavchat
On topic! RT @eavchat @ross_quintana: @BundlePost: Social Content Strategy – Cheeseburger Style – http://t.co/UAJof2kH #eavchat
#EavRTs RT @ross_quintana: @BundlePost: Social Content Strategy – Cheeseburger Style – http://t.co/RYw6XR6V #eavchat
RT @bundlepost: Social Content Strategy – Cheeseburger Style – http://t.co/kVHq1PPD
RT @bundlepost: Social Content Strategy – Cheeseburger Style – http://t.co/kVHq1PPD
RT @Clark_King: Want fries with that? | "Social Content Strategy – Cheeseburger Style [infographic]" | http://t.co/ejyyooTX
RT @BundlePost: Social Content Strategy – Cheeseburger Style – http://t.co/TPYlBgPs
Social Content Strategy – Cheeseburger Style – http://t.co/x05b3qLi
Want fries with that? | "Social Content Strategy – Cheeseburger Style [infographic]" | http://t.co/xgUIBppd
Social Content Strategy – Cheeseburger Style – http://t.co/x05b3qLi
¿Qué tal tu hamburguesa? RT @martinredigolo: What about your #Social #Content #Strategy Burger? With or without Sauce? http://t.co/vI5oPpSY
¿Qué tal tu hamburguesa? RT @martinredigolo: What about your #Social #Content #Strategy Burger? With or without Sauce? http://t.co/vI5oPpSY
What about your #Social #Content #Strategy Burger? With or without Sauce? http://t.co/p047w8Cf
Social #ContentStrategy – cheeseburger Style http://t.co/AWtH6UaS via @socialworkplace
Social #ContentStrategy – cheeseburger Style http://t.co/AWtH6UaS via @socialworkplace
Yum, tasty way to remember the essentials of getting your content out there. There has to be more social media meal metaphores out there, I’ll have a think and perhaps soon we can collate a whole cookbook of them!
Luke Winter
Community Manager
OneDesk
Love it! Great idea, Luke =)
Social Content Strategy – Cheeseburger Style… yummy way to look at things ;-) http://t.co/xLBdJYCR
Social Content Strategy – Cheeseburger Style http://t.co/uKHLmOW3
Social Content Strategy – Cheeseburger Style http://t.co/7KTpzk2F
LOVE IT“@CommunityMngrNU: Social Content Strategy – Cheeseburger Style http://t.co/YZG6IJEJ [INFOGRAPHIC]
Social Content Strategy – Cheeseburger Style http://t.co/lD4DRmY2
Social Content Strategy – Cheeseburger Style http://t.co/5LTXUgGJ
social content strategy #infographic – cheeseburger style: http://t.co/XxCZmWe8
Social Content Strategy – Cheeseburger Style http://t.co/zBo9t8D7 via @socialworkplace
Social Content Strategy – Cheeseburger Style http://t.co/iJnOzBzq
Social Content Strategy – Cheeseburger Style http://t.co/qQR0Vfl5 via @socialworkplace
Social Content Strategy – Cheeseburger Style http://t.co/QHWY639J via @zite
Cheeseburgers and #socialmedia. My two favorite things. http://t.co/8ysLGQqp #perfection
Social Content Strategy – The Cheeseburger Style http://t.co/JzbfofWL
Social Content Strategy – Cheeseburger Style – http://t.co/BjiXmP9k.
How to develop a social content strategy, expressed as a Cheeseburger, obviously http://t.co/yQaAjgJ4 Some good stuff. (via @litmanlive)
Visual appetite–RT @c4lpt: Social Content Strategy – Cheeseburger Style – http://t.co/kYuPn9tD <LOL
A look at Social Content Strategy: Cheeseburger Style from @socialworkplace http://t.co/KNqUl44l
What about taste? Plating? RT @britopian: Social Content Strategy – Cheeseburger Style http://t.co/anfjGOjG love this from @socialworkplace
Social Content Strategy – Cheeseburger Style http://t.co/QQDVQNzp love this from @socialworkplace
Social Content Strategy – Cheeseburger Style; great article from @socialworkplace http://t.co/FYNZgNz2 #sm
Social Content Strategy – Cheeseburger Style http://t.co/QQDVQNzp love this from @socialworkplace
RT @socialworkplace: Social Content Strategy – Cheeseburger Style http://t.co/X3ymSUjV Yummy, social, applicable to personal profiles!
RT @cmswire: Social Content Strategy – Cheeseburger Style http://t.co/8FhCrVNa via @socialworkplace @SocialBusNews
Social Content Strategy – Cheeseburger Style http://t.co/zQGEmJ4e via @socialworkplace @SocialBusNews
Social Content Strategy – Cheeseburger Style http://t.co/HIJfUyCi love this from @socialworkplace
Social Content Strategy – Cheeseburger Style – http://t.co/exR5xIBI <LOL
Social Content Strategy – Cheeseburger Style. Interesting breakdown. http://t.co/SX09Kfkh via @socialworkplace #socialmedia #content #food
Social Content Strategy – Cheeseburger Style… http://t.co/lMAS9Wq9
Infographic of the social content strategy – Cheeseburger Style http://t.co/PDXo4dB1 via @socialworkplace
Social Content Strategy – Cheeseburger Style http://t.co/1Tk2xcps #leadership
Social Content Strategy – Cheeseburger Style http://t.co/LoHAmNgx #leadership
Die Cheeseburger-Strategie für Social Content: http://t.co/xFtUrm3b
Wenn das Produkt was werden soll….
@C4LPT
[Blog] Social Content Strategy – Cheeseburger Style – http://t.co/Oujv59zs.
@BDC50years one for you: http://t.co/WAEUkCtB (via @C4LPT)
Social Content Strategy – Cheeseburger Style – http://t.co/exR5xIBI <LOL
Social Content Strategy – Cheeseburger Style – http://t.co/exR5xIBI <LOL
Social Content Strategy – Cheeseburger Style – http://t.co/exR5xIBI <LOL
[verLINKT] Social Content Strategy – Cheeseburger Style: Social Content Strategy – Cheeseburger Style
http://t.co/kcS1cedQ
Social Content Strategy – Cheeseburger Style – http://t.co/efKZsNuw. (via @socialworkplace)
[Blog] Social Content Strategy – Cheeseburger Style – http://t.co/YR8lEbJE. (via @socialworkplace)
Social Content Strategy – Cheeseburger Style http://t.co/zBo9t8D7 via @socialworkplace
Social Content Strategy – Cheeseburger Style http://t.co/zBo9t8D7 via @socialworkplace
infographic – Social Content Strategy มาในแบบ Cheeseburger http://t.co/pHkBIhov
Social Content Strategy – Cheeseburger Style http://t.co/eKZbL92J
Social Content Strategy – Cheeseburger Style http://t.co/vLLfD6IL
Social Content Strategy – Cheeseburger Style http://t.co/VKHTvAWp
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