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Why you need to be using a social media calendar

Posted on 29th May, 2018 by Gavin OCallaghan

Social Media

Are your social media posts well planned out and scheduled in advance or do you just sort of make it up as you go along? One of the biggest reasons to schedule and plan your posts in advance is that you’ll be able to put a strategy in place which is in line with the goals of your business. A social media content calendar makes it easy to plan out your content and what social networks you will be posting on and when. This means you can take a more strategic approach to your social network and will help you create a more cohesive campaign.

In this article, we’ll take a look at how you should be using a social media calendar to help you effectively plan your business’s social media strategy.

Review your social channels

Before you can start the planning process you need to find out what content is resonating with your audience across your different social media channels. Take the time to look at each of your social media channels and look at the posts which have generated the most engagement. By reviewing the top performing posts you can analyse the type of posts and content that works best on each of your social channels.

From image posts and video to links to blog articles and special offers, you’ll want to categorise your content by post type as well as content type. Naturally, you’d expect a competition post with a fabulous prize to perform better than a blog post about the latest industry trend. Try to compare similar content posts with each other to find formats and combinations that work well for your business.
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Mix things up

Nobody wants to follow a business that publishes the same repetitive type and style of post, mixing things up helps to keep your audience engaged. Variety really is the order of the day so you should be looking to post different types of content and use different post formats as well. Using a social media calendar you can have set days for different types of content e.g. you may want to post the latest industry news on a Wednesday and motivational content on a Monday.

Highlight important dates

Adding important dates on your content calendar will help you plan content and social posting accordingly. From sale events and product launches to public holidays, it’s important to make sure these dates are clearly marked and labelled in your calendar to help you schedule your campaigns and promotions properly.

By including important dates on your calendar you can properly plan for the future and see what important business events you have coming up and make sure any marketing content is created with plenty of time to spare.

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Scheduling

It may seem obvious but one of the biggest advantages of using a social media calendar is that you are able to schedule your posts effectively. It also makes it easy to see gaps in your posting schedule and if you are repeating posts or posting a lot of similar content. As well as what you are posting you’ll also be able to control post frequency using your content calendar and tune this for the different social platforms that you are using. With your scheduling don’t forget to vary the timing of your posts and have them published at times that are popular with your target audience. If you are not sure then try experimenting with different days and times to see which resonate the most with your audience.

Use themes

Themes offer the perfect way to create social media content that is relevant to your business. You can use themes to add cohesion to your campaigns and posting and tie your whole marketing message together. This is also a great way to brainstorm ideas for new content as you are looking to create content that ties in with the bigger picture and works as part of your theme. These themes can then be varied each month to show a different aspect of your business.

Repost content

Just because you have posted something on social media once doesn’t mean that you shouldn’t post it again. Not everyone is on social media all day every day so reposting gives you the chance to reach more potential customers with the right message. When reposting content try to vary the post type and message used in the post to try and improve engagement and get more people to interact with your content.

Be reactive

Just because you have carefully planned out your social media content for the next couple of months doesn’t mean you should be able to react to changes in the industry or breaking events. By having the freedom to post content as and when you need it you will be able to generate even more engagement as you react to retweets, comments and other reactions on your posts.

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