Social media is changing the world and changing it rapidly everyday. It has also given traditional media a run for its money. Print media has been obliterated, and a majority of print publications have taken their efforts online to keep up with the rapid pace of self-made bloggers, companies with dynamic expert content, and other entertaining digital media outlets.
As a company, how do you keep up? The same principles of traditional media still apply in the digital landscape.
The first step is to think traditional. Magazines have been operating for centuries successfully on editorial calendars; your social media can operate in the same capacity. Start by developing a monthly foundational content calendar like the one below.
What will your Content Consist of?
Your content is your company’s voice, its’ personality, it’s your outlet to show your expertise, a behind the scenes look at what you do and what makes your brand fun. Think about all the content topics you can think of that relate to your business, customers, and some fun stuff; develop a list of content topics. Your content topics can look something like this if you were, for example, a marketing consulting company:
These are some foundational examples. Your next step is to organize your content topics and plug them into your calendar.
How Often will you Post?
Frequency is another important factor to consider. How many times will you post on your social networks and to what social networks? According to Track Social, the best protocol for Twitter is 4 tweets per day. Tweeting more often even increases your opportunities for retweets, which yields more engagement.
Facebook posting success is noted at 1 – 2 posts per day, as seen below via this report from SocialBakers. You will see the top brands in the world only post 1 – 2 times per day, some even just post 3 times per week. When planning your posting frequency you will also want to consider your audience makeup on each of your social networks. Keep in mind that content that works best on Facebook might not work best on Twitter. If you are planning your content on multiple networks, it is best recommended to take this above content calendar template and apply it to an excel document. You can tab each network accordingly and apply targeted content per social network.
Map out your Content.
To further build on your content and add onto your content topics, examine the traditional holidays, your own business schedule, events, along with seasonal highs and lows. Your own business ups and downs will also assist you with the planning of your content. If your business exhibits seasonal shifts it is most definitely important to readjust your content per month to plan accordingly. If shifts don’t happen too often in your business you might want to re-examine your content every quarter to keep your posts fresh and trend forward.
Vision out your Year at a Glance.
To be a good social media marketer you will also want to map out your content at year glance. Make your calendar and have it coincide with your traditional marketing plan. Couple that marketing planning and add in staple holidays, fun holidays, awareness months, and your own upcoming events. Mix up the content and always be prepared so you stay ahead of the trends.
Measure your Engagement.
If certain content does not perform or limited engagement is garnered, conduct measurement studies of your weekly content efforts. You can measure these findings either via your social media management tools (e.g. Hootsuite, Buffer, Shoutlet – etc.) or even your analytics tools (e.g. Google Analytics, Webtrends, Ominture- etc. ) Determine what content is getting engagement (e.g. Likes, shares, retweets –etc.) and what content is not getting any views, likes or click throughs. Once you compare what is working and what is not working you will then want to re-examine your content calendar and eliminate those topics that are not performing and add more variations to the content topics that are performing successfully.
Do you have a content calendar in place for your social media efforts? How often do you update it? What are your most successful content topics that receive the highest engagement? We want to hear from you! Share and let’s compare findings!
Michelle Bergstein-Fontanez - Marketing Maven and Social Media Specialist at Event Industry Marketing by BeatCreative
Michelle lives, eats and breathes marketing for the event and meeting industries. Known as the "Event Marketing Maven" and a consummate social media/ online marketing enthusiast. Her innate ability lies in helping companies create an online presence through smart and engaging marketing strategy. Her company's client portfolio includes many influential event planners, suppliers, and small businesses in Central Florida and beyond. With an intensive 10 + year background in advertising, marketing and communications, she brings innovative design and savvy marketing approach to all her client projects. As a national speaker and educator on social media for event businesses and at events, Michelle is passionate about lending her expertise in contributing to international blogs, renown local and national publications. She has been featured in Fast Company, Crains New York Business, Special Event Magazine, Orlando Sentinel, Orlando Weekly, and BizBash.