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The growing relevance of social media for the communication strategies of public entities – like governmental, political, commercial and NGOs, and public personalities – has been widely accepted in recent years. It is plausible that the lack of a method for delivering content to the general public diminishes the reach and impact of the communication strategies of any such entities. It is commonly accepted that the general public decides which contents to interact with, mostly on an emotional basis. Thus, such a method should be more effective if common psychological factors are taken into account. The method proposed in this paper has been developed and tested empirically working with nineteen public entities. The method has been applied on different entities achieving improvements in content reach on every case, this suggests that the application of a method that guides the entity through this process is effective in improving the reach and engagement of the public with the content. Because of the empirical methodology used to develop and test this method, it is in a very precarious and early state. Still, having shown promise, plans to increase its robustness include research in the areas of AI automation, neuromarketing and systems analysis, as well as the development of falsifiable tests for application.

How to Improve the Reach and Impact of Social Media Content