Oftentimes when I’ve started social media for a specific brand, I’ve had no prior knowledge of the client or what they do, sell or provide. Even if you might, it’s important to make sure you have a deeper understanding of the client before you jump into posting on their social media platforms. I’ve prepared some information you will need to obtain from your client before you start, along with some suggested questions. I would highly recommend a face-to-face conversation if possible, but you can definitely ask questions over the phone or via email when meeting isn’t an option.

Background

Needless to say, you can’t represent your client without knowing who they are. Visit the office. Try their product or service. Identify management and have a  conversation with them about the organization at a macro level.

Who is the client? Do they sell a product or service?

What is the cost of the product/service? Is it affordable or luxury?

Where do they sell their product/service? Do they own stores or sell at retail outlets?

Drivers

Find the heartbeat of the client’s organization. What are it’s goals? Is it structured around people, processes, prices or something else? Uncover what inspires the work that your client does.

What does the company value? Is it purely about its’ product/service or something bigger (think Toms)?

What are the company goals?

What are our top objectives from social? How will success be measured?

Audience

Who is the target audience? You may or may not be in the target audience. If not, try to gain a solid understanding of who they are, what they like, and how they talk and think. Be specific — the goal isn’t to reach everyone.

Who are we talking to? Demographics? Psychographics?

What are this audience’s needs?

Why do they purchase the client’s product or service? What does it make them feel?

Competitors

Ask your client about competitors that are similar to them. Be skeptical — sometimes clients will list competitors that are more aspirational than equivalent. Then, do your own analyses of rival businesses.

Who is the competition?

What differentiates the client from them?

How is the competition’s customers different?

Tone

How does your client speak to its current and prospective customers? It could be conversational or more formal. A lot of this will hinge on whether it is a B2B or B2C company. Be cognizant if your client tends to use jargon when speaking.

How should we be communicating about the clients and their product/services?

If the brand was a person, what would its personality be?

Message

Ask the client about any current resources that have than can help you with post creation. Blog posts, one sheets, brochures. All of these can are a good jumping off point to help give you direction.

Is there wording we can use to inspire posts?

Will visuals and other content be provided or are we responsible for creating or capturing them?

Image source: Kasper-Florio http://www.kasper-florio.ch