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Social Media Blogs by Aliza Sherman

Social Media Blogs by Aliza Sherman

Aliza Sherman is a news media entrepreneur, author, women's issues activist, and international speaker.
Sherman has received recognition for her role as an entrepreneur focused on women's issues, particularly women's role in the news media industry and their participation on the Internet.

How To Build a Social Media Editorial Calendar Column

How To Build a Social Media Editorial Calendar Column

When it comes to social media marketing, the key is to focus on your company goals. Too many times, it is easy to get lost in the process of composing and publishing regular content for your social networks. Staying on track with your brand messaging and tying your social media activities to your business helps turn a time-consuming process into a fruitful marketing activity.

To properly plan posts and tweets for your social media marketing, create a social media editorial calendar similar to a magazine’s editorial calendar. A common way to build this calendar is to use a spreadsheet that helps you organize the messages you compose in advance so you aren’t scrambling to come up with content at the last minute.

First, make sure you list some specific goals in advance of building your editorial calendar. Then zero in on who you are trying to reach and what you want them to do. Some common social media goals include:

  • Increasing awareness of your brand.
  • Building your social media fan base.
  • Getting people to opt into your email list or e-newsletter.
  • Encouraging more people to share your social media messaging.
  • Prompting more inquires into your products or services.
  • Converting social media engagement into sales.

Once you have set a concrete framework to inform people of the content you produce and publish in social networks, think about the dates that can influence timing on your posts and tweets:

  • What company events are coming up and when?
  • What company news events are you planning to announce, and when?
  • What holidays are coming up that can impact your marketing messages?
  • How often and on what days might you publish a blog post?

These are dates for which you can plan ahead and build messaging that leads up to them. For example, if you are planning for a Mother’s Day sale, you can craft messages related to this event the month prior and increase messaging frequency as you get closer to the actual date.

Compose messaging related to any fixed dates in advance and start filling your calendar immediately with these event-specific posts. By doing advance work, you set yourself up with more targeted messaging right away instead of waiting until the last minute.

One other way to fill your social media editorial calendar with relevant and effective messaging is to come up with some weekly or daily themes. Your social media fans and followers will appreciate consistency, so think of how you can make specific days of the week “events.”

For example, if you are a fitness business, maybe you can post a motivational message every Monday and promote the day as “Motivate Monday.” Or, if you are a online retailer, you could participate in “Fashion Friday” messaging in social networks and even use the #FashionFriday hashtag on Twitter linking back to your online store. Choosing daily or weekly or even monthly themes means that you can now fill specific days in your editorial calendar with topical content far in advance to be more prepared.

By now, your editorial calendar should be filling up. Fill in blanks with “repeatable posts” that you can post regularly to remind your fans and followers of important messages. For example, you should regularly ask your followers to sign up for your email list if you have one or promote your weekly sale.

Using a social media editorial calendar doesn’t mean everything you post should be written in advance and in stone. This calendar should be flexible and also responsive to current events in your business, industry, in your community and in the world. More than anything, be present in your social media channels on a regular basis and be responsive to messages about your brand or directed at you.

Read other social media blogs by Aliza Sherman

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