When we say ‘comms channels’, things can get a bit daunting. Especially when you’ve just set up the channels you’d like for your business, and you’ve already done the hard yards of trying to establish which ones to choose (out of the millions!). So, why is it that regardless of the platform, it becomes almost more important that we manage fewer channels well, rather than more channels but averagely managed?

That’s because communication channels, when managed poorly, can actually be the difference between a smoothly run organisation, a connected and informed audience, a successful product and the opposite of all of the above! It’s absolutely paramount that we learn how to set-up, manage, and get the most out of our comms channels, whether they’re internal or external, to ensure success in our comms overall. 

So, how do we do that? Here are some of our top tips on managing your comms channels:

1. Types of content

   Less is more, especially when it comes to comms channels. You don’t need to have every comms platform known to mankind, but you do need to have the ones your audience use consistently. Pick your key three to start and find the content that works best on these.
   
   For example, you could find that your Instagram performs best with video reels while your Facebook performs best with long-form content copy and how-to guides. It’s all about adjusting your content to work with your platform; much like how we suggest personalising your comms to fit your audience.
   
   

2. Timing

   That means choosing your key channels, and finding the most popular times for each to get your message across. Whether you find that your audiences engage with your content most regularly at night time generally, or at specific times throughout the day (for example, 3pm). Make sure you have got the lowdown on which platforms perform best and when! Then, schedule your content to fit those times.

3. Tone

   Depending on your platform choices, your tone of voice may change to fit the audience changes and the use of platform. For example, you may have a casual, short and playful tone when using a younger-demographic platform like Instagram. On the other hand, you may be more professional, authentic and straight forward on a platform like LinkedIn. Find what works best for you and your brand and keep your tone consistent for each; that way you’ll reach the right audiences for each platform, each time.

So, if we were to summarise it: make sure you have your key channels identified, you’ve identified your timing for each and you’re keeping the tone consistent! If you’re not sure though, make sure you have your personal brand identified here.

For more on the basics, see our course!

Enrol in our new Communication Career Fundamentals online course! This six-module, online course will give you all the practical skills and knowledge you need to improve your chances of scoring that dream role, including a lesson on digital accessibility! Find out more about this course here.