Even though having a plan for your brand's social media content is just a part of the job of a well-coordinated Social Media Marketing team, it must not be ignored or put aside. Preparing materials and content in advance is an important part of achieving great results on your brand’s social media.
This is why we're bringing you some tips and tricks on social media planning, as well as social media content calendar templates.
WHAT IS A SOCIAL MEDIA CALENDAR?
Simply put, a social media calendar is a tool you can use to keep your brand's presence on social media in order. The main purpose of using a social media content calendar is that it helps you easily plan and execute your social content. It can be used as spreadsheet templates or apps, but we will focus on using Excel spreadsheet forms.
Social media calendars give all members included in the process of creation and execution of the content an overview of what and when it needs to be done to keep the brand's social media presence in accordance with a previously defined strategy.
WHY DO YOU NEED A SOCIAL MEDIA CALENDAR?
If you’re a Social Media Manager and manage numerous different brands, you’ll want to have all the content organized in advance and simplify the process of publishing the content at the right time and on the right social media channels for all clients. The same goes for the client's side — a brand manager working with a Social Media Manager or agency wants his brand to have a clear and well-planned path that's following a strategy.
Without a well-organized and in advance prepared content, a lot of unintentional mishaps and oversights will surely happen. Imagine you’re managing a brand that talks about a lot of different topics — if you don’t carefully plan these topics into your monthly plan, there’s a chance you’ll slip up and forget to include one, leaving the client dissatisfied. This might lead to confusion, frustration, the lack of good results and, in the end, dissatisfaction with your services. So why not forestall all of that with a simple organized scheme?
ONE STEP AT THE TIME
Before you get our creative juices flowing, you'll need to set up some framework and information which will majorly help you in the creation of the right content for the brand.
The best way to get the right information is consulting your client and social media analytics. The client should provide you with information about monthly focuses and themes they want to communicate during a given month.
Analyze social media results from previous months so you can see what kind of content (topics, post and visual formats) performs the best, ie. what users react to and interact with the most. Among the most important metrics to analyze are Post Reach (Paid and Organic), Post Engagement (Reactions, Comments, Shares and Link Clicks or Video Views), Engagement Rate and Audience Demography.
After getting the initial information, make sure your content is in correlation with the social media strategy made for the brand. All content must be in line with: 1. Yearly or monthly KPIs 2. Brand's target audience 3. Brand's tone of voice 4. Creative concept created for the brand
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Social Media Strategist
Dog lover and a pun machine, always looking for new ideas and ways to improve clients' social media game.