A Unique Value Proposition is a statement that identifies what your social media account is designed to do and what sets it apart from other brands in the same category on a social media platform. Simply put, your UVP is a layout describing the benefit offered by a specific platform, aligned with what a user of that platform needs or wants, and balanced against what distinguishes your account from other similar types. Without one, efforts to communicate with your audience can be unfocused and sometimes wasted. Establishing a UVP is the first step to choosing and developing an account, which is essential to creating a successful social identity.
UVPs are platform-dependent, which means because each platform typically has its own audience, each platform requires its own UVP. To craft a successful UVP, you must recognize platform differences, know your audience and apply a proven formula that ensures the statement fits the commander's intent and the overall message of the unit.
Analyze the Platform
You can distinguish differences among platforms by asking the following questions:
- Why does this platform exist?
- What does this platform provide that others don’t?
- What is the benefit of communicating to the audience on this platform?
Once you answer these questions, your goal should be to highlight and reinforce this idea throughout every part of the engagement process. Publish content that emphasizes the unit's message and taps into users' desire for an enriched experience on the platform.
Identify the Audience
Knowing your audience is crucial to crafting a successful UVP. To identify your audience, what content they engage with and properly inform your UVP, use existing platform metrics and analytics, such as reach, engagement, impressions, people and video-based content performance.
- Reach will tell you the number of unique people who have seen any content associated with your account within a specific time period.
- Engagement is the number of unique people who have clicked, reacted to, commented on or shared posts during a specific time period, or the number of times a particular post has been clicked, reacted to, commented on or shared during a specific time period.
- Impressions are the number of times a post is displayed, regardless of whether or not a user clicks on it.
- People are users broken down by gender, age, location and language used.
- Video-based content performance metrics, such as the number of people who watched a video, how long they watched and their level of engagement, are the analytics that help develop and adjust a video production strategy.
Follow the Formula
While there is no right or wrong way to construct the UVP, there is a formula that will help ensure the statement fits the commander’s intent and the overall brand:
Headline + Sub-Headline + 3 Bullet Points + Visual = UVP
Write the UVP in the audience's own language so that it naturally flows into the conversation that is already happening in a user’s mind.
It should be noted that the more complicated a UVP reads, the less likely a user will want to interact with the platform. A UVP is about the simplest path to effectively communicating the commander's intent.
PA professionals should develop a UVP as soon as they have their commander's intent and/or priorities. This will allow for a seamless transition on an already-existing platform.
The following is an example of the UVPs the Minot Air Force Base established for their accounts on Facebook, Twitter and Instagram. Note the similarities and differences.
Facebook
Find out why only the best come North.
With two-thirds of the nuclear triad, Minot Air Force Base is the most powerful Department of Defense installation. The foundation of that power, split between the B-52H Stratofortress and the LGM-30 Minuteman III intercontinental ballistic missile, is the Airmen who make the mission a success. Team Minot – Facebook is the only Facebook page in the world that gives America a look into the cornerstone of America’s strategic defense, lethality and global strike capabilities.
- Dynamic, innovative and daily content.
- Engaging conversations with users and key audiences.
- Real-time crisis communication support.
Twitter
Find out what makes Minot Air Force Base the most powerful military installation in the world.
With two-thirds of the nuclear triad, Minot Air Force Base is the most powerful Department of Defense installation. The foundation of that power, split between the B-52H Stratofortress and the LGM-30 Minuteman III intercontinental ballistic missile, is the Airmen who make the mission a success. Team Minot – Twitter is the only Twitter platform in the world that gives America a look into the cornerstone of America’s strategic defense, lethality and global strike capabilities.
- Dynamic, innovative and daily content.
- Engaging conversations with users and key media stakeholders.
- Real-time media engagement.
Instagram
Visually experience the only Department of Defense installation with two-thirds of America’s nuclear triad.
With two-thirds of the nuclear triad, Minot Air Force Base is the most powerful Department of Defense installation. The foundation of that power, split between the B-52H Stratofortress and the LGM-30 Minuteman III intercontinental ballistic missile, is the Airmen who make the mission a success. Team Minot – Instagram is the only Instagram platform in the world that gives America a look into the cornerstone of America’s strategic defense, lethality and global strike capabilities.
- Dynamic, innovative and daily content.
- Compelling visuals that tell a story without words.
- Consistent flow of content.