With continuous inflow of ideas, new trends, festivities and updates it becomes very difficult to stick to the plan, be relevant, aim focused and demanding at the same time. While on one hand Live tweets are in the trend it can not be overlooked that traditional ideas leave an impressive long lasting impact on the viewers mind. Taking in account the bigger picture while continuously being relevant and in news is quite a challenging task.
Here is where a Social Media Calendar becomes a perfect solution. A Calendar Creation allows you to stick to the older tested ways while also making space for trying out new ideas and experimenting a bit.
Always keep in mind that as a Social Media Manager you will be required to have an overall consistency in Digital Marketing. And your Social Media calendar or Content Calendar should be hence pre-planned for the month or the months to come. This will ensure that your ideas are consistent and focused. Your long term strategy doesn’t get lost in recent updates. So the next question pops up is that How to create one?
First you need to DECIDE what content do you want to post?
It might seem very difficult to understand and come up with ideas enough to fill an entire calendar of days and months ahead. But this is a very important aspect for achieving the target. First understand the target audience and market conditions and expectations. Split your strategy with introduction, creating brand awareness, establishing brand, introducing products and plan accordingly. Also this step requires a lot of research and in-depth knowledge. Learn about your competitors. Make your content informative. Also make sure this content is relevant and evergreen. This content should not become old with time. It should be relevant at the start of month as well as the end.
(Source : Search Engine Journal )
Such content hence usually focuses on information, customer engagement, facts, product details, general trivia, awareness etc. Here you may be allowed to experiment with presentation format, content style, graphics and check which format works the best. However the overall content and pattern is established and more or less remains the same. This is basically the standardized, traditional content which is conventional style.
Also this content can be sales focused and promotional. It can form a pattern about attributes of the product and can be product orientated.
Also Read : How do you create a Digital Marketing plan?
Once all this has been incorporated in you need space to address non product or brand content. These include festivities and culturally important sentiments. These can be pre-decided or made on the spot. These give a feeling of community development and become very relevant for brand building.
Last but not the least you also need to have space for latest trends and news that hit the market and glue the audience. As crazy and insane they may sound they still steal the heart of the audience and keep your viewers glued. Such content again just serves one objective to supplement your brand’s image as being updated and not boring. It is these posts mostly that make you unique and the views that the audience thoroughly enjoy. Even though they may have no direct role in sales figures they constitute an important role in brand image building and retaining your followers.
Once all this is addressed we come to the second most important question Organizing and maintaining a posting schedule.
This is though a very debatable topic we have narrowed down the scope of most optimum pattern as
Facebook : Once per day
Twitter : Thrice a day
Instagram : Once a day.
Linked In: Twice a week.
Every audience is unique so this pattern can be best determined by you. Your extensive research on social media platforms and their KPIs can guide you in a better way as to how many times and what platforms to be used.
( Source : Pinterest )
Creating a schedule of posting shall need constant improvement and experimentation. You need to play around with different times of posting; different days, frequency and then determine which works for you the best.
After this comes the next important thought of tracking and analyzing your Content Calendar.
Keep in mind your Content Calendar Creation is not just a tool used for planning. Also keep collecting feedback of your content and posts timely and keep optimizing them for future results. When something doesn’t perform or performs exceedingly well; make sure to note it for future references. Also some posts may be popular on certain platforms but may completely fail on other platforms. Because each platform has a different set of expectations to be met by the users. Tracking all these is a great responsibility and also stepping stone to growth.
Also Read : What is Content Strategy?
Overall as a marketer your time is too precious to be deciding everyday which post to be shared. A well planned Social Media Calendar helps you plan it out evenly and focus on other important aspects of your digital marketing strategy. Also a well balanced calendar gives a lot of time to designers, content writers to plan accordingly and build their ideas with a lot of creativity and innovation.