The cheeseburger style

An effective social media strategy is made up of a number of different elements, including content, tone, target audience and publishing channel. The trick is to make all these elements come together to form a cohesive strategy, something that’s as easy as making a cheeseburger!

How the cheeseburger style came about

Mark Smiciklas is an author and a digital marketing specialist, and President of Intersection Consulting, a Vancouver-based digital marketing agency and he’s the one behind the cheeseburger style. Inspired by Jeffrey Cohen’s 6 layers of social media content strategy, Mark created a graphic interpretation of Jeffrey’s idea, which he called Social Content Strategy Cheeseburger Style

Pickles/condiments: format

when you make a cheeseburger, you decide what condiments you want, including gherkins, onions, etc. When it comes to content you want to post, these condiments represent the different types of content you can publish, such as photos, videos, blogs and GIFs. It’s the mix of condiments which adds contrast and variety to your social media strategy. Content format also needs to be tailored to the social network, with videos being the preferred medium on Facebook, as opposed to photos on Instagram.

Lettuce: the tone

A lettuce leaf adds crunch to the cheeseburger. Corporate content tone adds flavour to the words, photos and videos you publish and makes them more interesting and attractive. You tailor your tone to the audience and/or medium you’re using with, for example, a serious, professional tone on LinkedIn, a wittier approach on Facebook and passion-based content on Instagram. It’s up to you to decide which tone you’ll be using to communicate.

Cheese: the keywords

There’s no cheeseburger without cheese. Cheese makes it tastier and the keywords bring relevance to social media content. Keywords, or hashtags, will help prospects find your content more easily, so it’s crucial to come up with the keywords for attracting a wide audience on the social Internet. Obviously, the keywords have to be in tune with the content and help gain in visibility with organic searches.

Meat: the content

The meaty part of your social media strategy has to be relevant, interesting and entertaining. Every business has to come up with its own editorial line, but avoid too much talk about products and services – that’s already on your website! You need to find different ways of communicating your content, tailored to each of the social networks you’re using.

The sauce: the target audience

A key element of your social media strategy is knowing your target audience and their preferences. Facebook, Instagram, Twitter and LinkedIn all attract different kinds of target customers, with different profiles and your content has to be based on these differences, which means varying the content type, format, style, tone, frequency of publication, etc.

The bun: the platform

Like in a cheeseburger, where everything is held together by the bun, you have to select the platform, such as Facebook, Twitter, Instagram and LinkedIn or any other place where you have social presence, to roll out your social media strategy. When you publish content, make sure the platform you choose matches all your other ingredients, leaving the bread to keep everything organised.
Social media strategy is made up of several different elements and each publication you post on the platforms must be part of a specific strategy. This means that each publication, each Like and each comment have to belong to a well thought out strategic approach which ties in with predefined objectives.


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