By: Will Hardison
Social media is, arguably, the most pervasive form of marketing in the world right now. Whether you’re an influencer, business, or just care about your social media, having a social media calendar can improve your productivity, content quality, and allows for smoother syndication across various media channels. Too, not having a social media editorial calendar can make finding and creating quality content harder on you. Mercedes Benz doesn’t come up with content overnight do they?
However, no matter how much you plan your media calendar, social media also relies on predictions and chance to succeed. For instance, during the 2013 Super Bowl, Oreo’s media team took advantage of the 34-minute blackout to tweet a one line joke, and garnered 150,000 retweets in a matter of minutes. Timing is key with social media and it can be used as a powerful tool for influence if used correctly. Planning and trend spotting can greatly increase conversion across your various media channels. Now that we know the importance of having a social media editorial calendar, how do we create one?
Step 1. Figure Out What Type of Content Resonates
Before launching a social media campaign, you have to determine what content and content types speak to your audience. A great way to do that is to look back at earlier social media posts to see which posts were the most successful. There are a variety of analytics tools that one can use to accomplish this. Facebook Insights, Instagram Analytics, and Twitter Analytics are all great ways to look back on past posts and see how they performed quantitatively.
Step 2. Decide How Often to Post
Post times are vital to the success of social media campaigns. Sprout Social, a popular social media analytics company, has written a handy article on the best times to post on social media. Depending on your audience demographics, you may be posting multiple times a day to engage audiences in different time zones. However, don’t barrage audiences with irrelevant or low quality posts.
Step 3. Create or Source Quality Content
One you have a clear idea of what type of content your audience enjoys, you should focus on creating original, high quality content that your target audience would want to share on their respective social media accounts. If you are unable to create content on your own, you can always source content from elsewhere. There are a plethora of online resources where you can find quality content to share. However, always remember to give credit where credit is due. Never source content without giving the author credit.
4. Plan and Fill up Your Social Media Editorial Calendar
Now that you have your content, it’s time to strategically plan your content. Google Calendar is a great way to get started with social media editorial calendars. The simple design and layout is great for beginners for visualize a month’s worth of content. Being able to see the entire month’s worth of posts will allow you greater control over your campaign.
Now that you know the importance of having a social media editorial calendar and how to make one, you should focus on promoting your brand identity to ensure maximum audience reach. Social media editorial calendars give individuals and businesses the ability to plan far enough ahead to give you time to strategically plan posts to resonate with your audience and give you time to adjust your calendar to trends that may arise during the month.