A plan is what you need when you begin with something. It is the initial step towards achieving your goal. And marketing on social media is no different from any other kind of marketing. It needs a clear and detailed plan of activities that you would be doing in order to engage with your audience.
We often feel that time is running out of our hands. Juggling between meetings, reporting and analyzing, we sometimes forget to update a status on Facebook or a tweet on Twitter. And when nothing is planned, it takes a lot of time to search on Google for a good tweet or status to share. So, we can imagine how crucial it is to plan out things in advance so that our precious time is not wasted later on.
Building a social media calendar streamlines the whole process of sharing posts on social media. It’s quick and better than on-the-spot searching and sharing. Let us take you through how to build a strong calendar for social media so that you don’t have to worry every passing hour.
Analyzing what your competitors are doing on social media is the first step to knowing what’s trending in the social media world. When you’re beginning with making your calendar, it’s the best practice to first look what your competitors are sharing on social media, what’s their pattern, at what time do they post and what kind of posts they’re sharing. A little bit of stalking does no harm.
Spend some quality time on researching what is trending by having an eye on the influencers. Make a list of what’s related to your organization and would help you grow your user base.
While analyzing your rivals, you must also look for what kind of posts are getting more likes or retweets. When you do so, you get an idea what the audience is demanding. Simply, analyze what the people are sharing and see on what kind of posts they share their opinion. Again, make a list.
Also, you must have shared social media posts in the past. Go through them and monitor what kind of posts garnered the most engagement. Use a social media analytics tool to see which post engaged the most users. Social media audit is a goldmine in studying user behaviour and let you plan what you should share. Your top performing social media posts determine your social media strategy.
Now that you’ve created a list of things you need to share on social media, decide upon how frequently you want to share posts on social media. This depends totally on the nature of your business. And deciding the frequency of posts is as confusing as crucial.
For example, you own a jewelry brand. Sharing 10 or maybe 20 pictures on Instagram could be of use only if you be consistent with it. If you think that sharing few pictures in the beginning and reducing the frequency later on is of no use. You’ll start losing followers after some time. Tip: Stick to the plan and share only that much which you can maintain consistently.
On Facebook and Twitter, 1-5 posts are good enough to engage with the users. The important factor here is the time at which your share a post. The time when people are travelling to office in the morning and then back to home in the evening is considered to be the best time to share posts. While travelling, they are most active on social media. Hence, the percentage of engagement increases.
Tip: Don’t share too many posts. It is of no use and will invite negative feedback from your audience. Share only that post which you think is helpful in growing your business. Also, keep in mind to share that content which is informative for your followers apart from your own content. You can have a look at CoSchedule’s timeline:
Let’s get started with building your content calendar. To begin with, you can download our free template and look at what elements you need to have in your calendar.
Make a sheet on Google Drive and create tabs for all 12 months. Here’s an example of a week’s format:
Firstly, start with marking all the holidays and events on your calendar. On these days, your posts will help in getting more views on your posts. For example, on Easter, you could share a creative post which will garner likes, shares and a few followers.
Secondly, make a list of sources that you would like to share content from. For example, Social Media Examiner shares a lot of content which is shareable by anyone.
Once you have all the details handy, you can allot a time slot to the type of content you’re planning to share. For example, on Monday you wish to share an article on SEO, put the link and description in 10:00 AM slot of all social media channels. Similarly, you can allot time slots to different posts in your calendar.
Finally, use a social media scheduling tool to publish your posts on social media platforms. Hootsuite and Buffer are some popular social media scheduling tools used by marketers across the globe. Once you’re done with the calendar, schedule your posts. This will streamline your process of sharing posts on social media. Plus, it will save your time and you won’t miss out on sharing even a single post.
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