Social media marketing is overwhelming. Unfortunately, that’s no excuse for a poorly executed strategy. These days, businesses can’t afford to randomly fire off tweets and Facebook posts with the hope that something will stick. You need a social media editorial calendar that’s not only going to keep you focused, but that’s also going to help you maximize your social media investment. Follow along as we explain how to develop a calendar designed to meet your business needs.
While every social media editorial calendar has a slightly different structure, there are common elements you’ll find in each of them. When developing yours, consider adding row or column headings for the following:
- The day or date on which you intend to update your feeds, post content to your business blog, or engage in forum activity. Depending on the intensity of your strategy, you may even want to break down your calendar hour by hour.
- The category or theme you want to follow for a particular day, week, or month. Creating and curating content based on a topic can make social media marketing easy for you and your team.
- Profile updates. Many business owners forget they need to maintain their social properties when things change. If you plan to move premises, add new products or services to your offering, or change your phone number, you’ll want to ensure you take time to update your profile information to reflect those new details.
- The social media platforms you use to market your business and communicate with your followers. Whether you communicate through one platform or many, it’s important to create an editorial calendar that keeps you focused and on track to achieving your company’s goals. Keep in mind that if you engage your target audience on industry-related forums, you can add them to your calendar and schedule time for interaction.
- The responsibilities of each social media team member. When you have more than one person managing various areas of your strategy or campaigns, you should outline the profiles or updates for which they are responsible.
- The important reminders you want your team to take note of during the calendar period. These can include things like campaign launches and promotions.
Types of Content to Include
There’s almost no limit to the type of content you can share via social media platforms, which means you can keep your feeds fresh and interesting for higher engagement levels. Common content examples include blog posts, videos, news articles, polls, tutorials, questions, infographics, promotional materials, repurposed content, quotes, podcasts, reviews, and images. Consider using a color-coded legend to ensure you post a good range of material across the day, week, and month.
Tips for Filling in Your Calendar
Tip 1: Keep your marketing goals in mind. The objectives you outlined when developing your social media strategy should drive the amount of content you share and the time you take to interact with your audience on each platform.
Tip 2: Pay attention to optimal posting times. If you’re tracking your social campaigns properly, you should be able to pinpoint the best times to update your networks for maximum engagement. When filling in your calendar, make a note of those times next to each planned update.
Tip 3: Integrate social media with your other marketing activities. Your social media platforms should support your other promotional initiatives. Therefore, you should construct relevant snippets that can be scheduled for release at appropriate times via Twitter, Facebook, LinkedIn, and any other platform you leverage.
Tip 4: Don’t forget your keywords and buyer personas. Integrating your search marketing strategy into your social media efforts will boost discoverability, while a customer-focused message will ensure you appeal to your ideal buyer. If you like, you can add additional rows to outline the keywords and buyer personas you’re focusing on at any given time.
Tip 5: Keep it simple. A social media editorial calendar can become complex and confusing very quickly. This is especially true if you’re posting multiple times per platform each day. Make sure your entries are concise and that your calendar is well-organized.
Tip 6: Be consistent. If you’re a one-person operation, you may want to take a break every now and then. While there’s no problem with that, you shouldn’t leave huge gaps in your communications. The great thing is there are plenty of social media management tools you can use to schedule posts weeks in advance. These tools can automatically distribute your content when you decide to go off the grid for a few days.
Ultimately, the most effective social media editorial calendar is going to keep you and your team accountable and consistent. It’s going to help you maintain an ongoing stream of interesting and enticing content designed to achieve your overall business objectives. Create your calendar today and start planning for success.
Have you created a social media editorial calendar for your business? Share your tips, struggles, and successes with us. If you have a question, feel free to pop it in the comment section below…