Implementing a social media content calendar can drastically reduce stress and nurture the relationship with your social followers. Your social media presence – or lack thereof – can alter the trajectory of your company’s success. It can reach your target audience right where they are and create an opportunity for conversation with them. With such an important task, it’s vital that you focus on creating a high-quality social media presence by establishing a social strategy and implementing an effective social media content calendar. In addition to establishing and nurturing the relationship with your social followers, it can immensely benefit your company in ways like:
- Allow for consistency.
- Contribute to the company’s reputation.
- Create opportunity for ambitious strategies (ads, boosts, posts).
- Reduce stress and last-minute posting.
- Save time via organization.
Before you dive into scheduling your posts, let’s touch on how to create high-quality posts through a social media strategy. Take a look:
Create Your Company’s Social Strategy
You have to know what you need to post about (strategy) before creating a schedule for them (calendar). A social strategy is a detailed analysis of your company and target audience. It identifies your target audience on a deep level, and pinpoints what your company’s social media presence should look and sound like. Further, a social strategy creates consistency across all departments, and consistency contributes to how your followers perceive your brand. If you don’t have a social strategy or your current one needs a makeover, read this blog that addresses which platform is right for your business and how to implement a social strategy.
A general rule of thumb for social posting is to focus on a variety of topics that benefit your company. (Variety being the key word here.) If you only focus on pushing your product or service, followers may become annoyed or disengaged with your posts. Treat your social posts as an opportunity for your followers to get to know your company more. For example, if you’re a new coffeeshop that opened in Downtown Macon, your posting topics within your social strategy might look like this:
- Did you know? – Fun facts about coffee
- FAQs – About your shop, coffee, etc.
- Giveaways – Free gift card or coffee
- Holiday celebrations – With a coffee twist
- Industry-related articles – This is how the queen of England likes her coffee.
- Local events – Cherry Blossom Festival
- Meet the team – Barista of the Month
- Product spotlight – “Coffee of the Day”
If you write one post for each of the above categories, you have eight posts. Schedule those eight posts evenly throughout the month. (Remember, creating and scheduling posts is half the task. The other half is to engage with your followers! If they comment, hit the react button and/or comment back.)
Implement Your Company’s Social Content Calendar
Once you’ve created your company’s social media strategy, you can use these categories to make posts for your social media content calendar. If you’re using Facebook, there is a scheduling tool built into your Facebook Business Page. If you have multiple social platforms like Instagram, LinkedIn, and Facebook, you can use a company like Hootsuite to schedule your posts. How often you post is entirely up to you and your company’s needs. Remember, you don’t want to overwhelm your follower’s newsfeed, causing them to become annoyed and press the unfollow button. But you also don’t want to post so infrequently that you don’t show up on their newsfeed. Consider this guide:
- Facebook pages: 1-2 per day
- Twitter: 3-10 times per day
- Instagram: 1-3 times per day
- Pinterest: 3-20 times per day
- LinkedIn: 1-2 times per week
No matter how many times you post per week, one rule transcends all platforms – quality versus quantity. It’s important that your posts are providing information that your followers will appreciate, not just spamming their newsfeed with low-quality posts. You should treat your content calendar as a solid baseline, but don’t be afraid to edit it to stay relevant. For example, an image of a famous celebrity – let’s say Matt Damon – drinking Starbucks while filming their latest movie in Middle Georgia is circling the Internet. You could create a post with your Coffee of the Day, tag the celebrity, and invite him to visit your coffeeshop with a simple “Hey @MattDamon, ditch the ‘Bucks and try our Coffee of the Day instead!” Fun posts like that help keep you relevant and could get a lot of shares from Middle Georgia residents.
In addition to staying relevant and approaching your calendar with fluidity, here are a few helpful tips as you navigate posting via your social media calendar:
- Always include an image or link.
- Schedule your posts to publish at different times.
- Triple check for typos or any other mistake.
Partner with M&R Marketing!
Social media provides an opportunity for your company to reach your target audience on a single platform. With a well-thought-out strategy and insightful scheduling, your company can use social media to its advantage! This type of approach demands time and effort – two things that are in high demand among business owners. If you don’t have much time to spare, allow us to handle your social media for you! We’re passionate about social media – and other marketing efforts, of course – and we would be honored to help your company thrive. Give us a call: 478-621-4491
This is part three of our social media series. If you haven’t read parts one or two, make sure to check them out:
- Part 1 – How You Can be Part of Your Buyer’s Journey on Social Media
- Part 2 – How Social Analytics Can Help Measure Your Success on Social Media
- Part 3 – How to Create an Effective Social Content Calendar