How to create a calendar of publications on Social Networks
Working based on an editorial calendar for social networks is essential for your online marketing strategy to be impeccable. Today we want to tell you how to develop an editorial calendar so that you save time and work in an organized way since it is essential for your marketing strategy to work well.
A Social Media Manager has a thousand tasks to do, and publishing without prior organization can end in disaster. Having a good calendar will help you save time, remember important dates and, ultimately, make your life much easier.
But what exactly is a social media publication calendar?
It is the document that will help you establish all those publications that have to be published in the different Social Networks that you manage. All these publications have to be planned based on the objectives that you have previously specified.
Let’s go to see first, all the advantages that a calendar of publications in Social Networks will bring you:
It will allow you to work based on a previous strategy.
It will save you time.
It will help you get organized.
It will allow you to prepare publications in advance.
It will determine where, when and where you have to publish.
It will improve the effectiveness of your content because you will not forget important dates.
Not sure how to start making your calendar? We tell you step by step how to make it.
DEFINE YOUR GOALS WELL
As you well know, you cannot publish on Social Networks without having marked very well beforehand what are the objectives you want to achieve.
Being in all Social Networks just “to be” is not a good strategy. You have to ask yourself what are the purposes you want to achieve with your network strategy in order to start publishing with meaning.
For this, it is very important that you specify your list of objectives well and that you always have it on hand to review. Especially when you go to develop your performance schedule. This list of objectives will be the common thread of the entire strategy.
Consider for a moment what you want to achieve: do you want to have more fans? Do you want to improve engagement? Do you want to increase the sales of a certain product?
When you have your goals set, you can publish a type of content that has the intention of pursuing these goals.
For example, imagine that you are a little-known dental clinic and that you want to position yourself as an expert voice so that users trust your brand. Well, in this case, to achieve the role of “expert voice” you could add publications with valuable content to your monthly calendar that demonstrate everything you know as a professional in the sector.
An example could be posts where you talk about oral problems and possible solutions for your readers. In this way, users would see that you know very well what you are talking about and, progressively, they would begin to trust your brand.
DETERMINE WHAT IS YOUR TONE OF VOICE
Knowing your tone of communication is the first step in making a consistent posting schedule. Defining your style is very important, because it will generate coherence between your publications.
Wouldn’t it look bad to publish a super serious post without emoticons and the next day to be super close and not stop putting smiley faces?
The style of your publications will be directly linked to the type of audience you are targeting. It will not be the same to speak with an adolescent target, than to speak with adults with a high purchasing power, for example.
It depends on your audience, the tone used will be more corporate and formal, or close and friendly.
CHOOSE WHERE AND WHEN TO PUBLISH
Does your brand have to be in all existing Social Networks or to exist? There’s no need.
Choose the Social Networks that are most frequented by your target and that can bring you the greatest impact.
Imagine, for example, that your company specializes in garden decoration. In this case, it will be convenient for you to be yes or yes on very visual Social Networks, such as Instagram or Pinterest.
Study well where your audience is to determine where you have to be. If you are just starting out and you’re lost, you can start by studying your competition’s Social Networks: see which ones they have, which ones work better and where their users are most active.
Keep in mind one very important thing: you have to adapt the message to the characteristics of each social network.
When do you have to post? The ideal is to publish regularly: do not publish ten tweets the same day and then spend three weeks without publishing anything. This irregularity can convey to users that your company has no record and is therefore unprofessional.
Depending on the social network and the type of company, you will have to publish more or less. For example, on Facebook you can post about 5 or 7 times a week, but on Twitter you can post many times a day without problem.
Don’t forget one thing: to publish Real Time Content!
Real Time Content is content that is created through relevant news that is being given “at the moment”, in real time. That is why it is essential that you review the press every day and be attentive to current events. This will allow you to modify your calendar whenever necessary.
You also have to bear in mind that the brand you manage may have breaking news or unplanned unforeseen events, so changes in the calendar will be frequent.
SELECT THE CONTENT YOU WANT TO PUBLISH
If you are starting to manage the Social Networks of a brand, it is possible that, especially at the beginning, you get a bit blank and do not know where to get content that fits your brand.
In addition to talking about the brand’s products and services, there are many other interesting topics and types of content that you can talk about.
To start, we recommend that you take a pencil and paper and start brainstorming. Write down in detail all the content that you think may be interesting for your target.
To get ideas, what you can do is the following. Imagine that you manage a page related to the world of food. In this case, it would be convenient for you to subscribe to several cooking or food blogs, in this way you could be up to date with what is happening and get ideas for your content on networks.
Another way to find content is to monitor the keywords that are most representative of your sector. In this way you will find information related to your theme that you can also use in your networks.
When you already have all your sources located, gather all the information in an Excel, for example. You can also create a folder and add images to use in the future. In this way you will always have resources to create your calendars of publications on Social Networks.
PREPARE YOUR SOCIAL MEDIA EDITORIAL CALENDAR
Finally, you only have one step left: prepare your publication calendar!
You can create your calendar in an Excel sheet, for example: in this way you can combine days, content, schedules, networks where you have to publish … We recommend that you create a rotating calendar, so that you do not have to constantly modify it.
What should you include in your calendar? Here we leave you with a list of everything you can include so you don’t miss out on anything:
Title of the publication.
Message or text that will accompany the image or the link of your publication.
On which platform it will be published.
What type of content will be published: informative, promotional, to generate engagement ..
Content format: video, photo, infographic, text …
Hashtags that will accompany the publication.
Purpose of the publication (promotion, sale, loyalty …).
As you have seen, preparing an editorial calendar for Social Networks is not that complicated, what it does require is a lot of previous work, a lot of organization and perseverance, to achieve the expected results.
To do this, going to Weaver will help you build the future of your brand.
Can we help you connect with the public, also on the Internet?