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𝙖 𝙨𝙤𝙘𝙞𝙖𝙡 𝙘𝙤𝙣𝙩𝙚𝙣𝙩 𝙨𝙩𝙧𝙖𝙩𝙚𝙜𝙮 𝙩𝙝𝙧𝙚𝙖𝙙 Since joining the Minecraft team, I've written multiple social media strategy docs and I wanted to share my approach to broadcast social content planning because I've had
great successwith this method!
First, I like to break down all broadcast social content into 5 buckets:
Informative
Educational
Delightful
Transactional
Reactive
Informative Educational Delightful Transactional Reactive
Informative posts share relevant and interesting information with your audience. Ex: Launches, features, announcements, tentpole events, etc. Educational content teaches users about your product, feature, company, game, or brand. Ex: Fun facts, DIYs, tutorials, etc.
Delightful posts provoke engagement and positive responses from your audience. This should be your bread and butter if you're a Brand Account. Ex: Memes, jokes, UGC, brand interactions, etc.
Transactional content refers to any post that requires action or time from your users off-platform, not just purchases and conversion. Ex: Buy this, wishlist that, fill out this form, read this blog post, etc.
Reactive posts generally refer to two situations: customer experience issues and crisis comms. Ex: Angry users, platform issues, community management, public apologies, etc.
Beware of trying to fit content into too many categories. "Our announcement tweet needs to be informative, but also educate and delight users... And drive purchases too!" That's too much for one post. Break it up (over time!) so you don't muddle your message. Small bites.
A good rule of thumb is to stick to a maximum of 2 categories per post: one main and one secondary. For example:
Informative (and Delightful)
Transactional (and Reactive)
Educational (and Informative and Transactional)
Informative (and Delightful) Transactional (and Reactive) Educational (and Informative and Transactional)
Now it's time to start considering your broadcast content breakdown. Content plans serve as guidelines, NOT the law. Your content ratios are going to be unique to your platform, audience, and goals. Here are a few baselines to get you started:
The Brand Account The main account, in some cases, the catch-all. You need to be everything for everyone, and your goal is engagement/growth. Ex: Brand Twitter
60% Delightful 15% Informative 10% Educational 10% Transactional <5% Reactive
Brand Account Side Note: If you find that you’re spending a lot of time posting in one category, revisit your overall product strategy. Ex:
Informative: Find new ways to connect with users
Educational: Clarify user flow in-product
Reactive: Consider a CX social account
Informative: Find new ways to connect with users Educational: Clarify user flow in-product Reactive: Consider a CX social account
The Product Feed You're launching something (or many things) each week, and your goal is CTR/conversion, with a side of reach. Ex: @steam_games, @XboxGamePass
80% Transactional 15% Delightful 5% Informative 0% Educational 0% Reactive
The Customer Experience 
You're providing CX help to users over social media - your goal is reply rates and sentiment. Ex: @MojangStatus, @TwitterSupport.
90% Reactive 5% Educational 3% Transactional 1% Informative 1% Delightful
Of course, these are just examples. You should be monitoring your performance according to your channel KPIs and adjusting your content planning accordingly. This method helps when you need to push back on other teams, and lends itself well to troubleshooting under-performance.
I’ve found this method of content planning has clarified my social approach with other team members (especially the People in Charge). I hope this thread helps you editorialize your channels and strengthens your social media strategy! May the Algorithms Be Ever in Your Favor! 
