Marketers know the importance of a good scheduling tool. For social, how you utilize a publishing tool is what can take your strategy from table stakes to next level.
In this week’s #SproutChat, we covered everything you should know about social calendars—from set up to tracking metrics.
Determine Your Social Strategy First
Before you start filling in your calendar with social posts, you should determine a few key things: overall social objectives, brand voice and what platforms your audience is most active.
A1: To set up a social media editorial calendar, you need to first determine which platforms you'll be targeting. #SproutChat
— Express Writers (@ExpWriters) September 6, 2017
A1: Before you setup a calendar make sure you know what local timezone you're referencing in the entire planning. #sproutchat
— Val Vesa (@adspedia) September 6, 2017
A1. Having a strategy on what type of content you want to go out at a particular time #sproutchat
— Cheval John (@chevd80) September 6, 2017
A1: Looking ahead to promotions and events that are coming up so you can plan in advance. #sproutchat
— constancegail (@constancegail) September 6, 2017
A1: We always find the optimum times to post and platforms to post on before any schedule is made. #sproutchat
— Crowd Thread (@CrowdThread) September 6, 2017
A1: Deciding on which platforms make the most sense for your brand/product/service. #SproutChat
— Flying Cork (@flyingcorkpgh) September 6, 2017
A1: Define your channels, have best-practices handy, use your marketing calendar to begin plugging in active campaigns. #Sproutchat
— Jennifer Daugherty (@GlitterOtter) September 6, 2017
A1: Our first step is always to meet with the client to understand their business goals. -MM #sproutchat
— SocialXpresso (@socialxpresso) September 6, 2017
Every Social Team Is Different
Some brands have large social teams while others are one person shows. It’s important to create a permissions process for scheduling content that’s appropriate for your team. If you do have a large team, determine an approval process to avoid duplicative efforts.
A2: Where two minds think together, the result is two times better. So each gets to propose stuff and then we A/B test 1/2 #sproutchat
— Val Vesa (@adspedia) September 6, 2017
A2: Always have one main person in charge to make executive decisions regarding scheduling. #sproutchat
— Netvantage Marketing (@netvantage) September 6, 2017
A2: Each team member is responsible for all of their clients' content which we QA at the end of every week (as a whole team). #sproutchat
— Crowd Thread (@CrowdThread) September 6, 2017
A2 #SproutChat, we assign things in the morning in our meeting and then through the day via email, but it's honestly whoever has the time http://pic.twitter.com/82WHSJNZ12
— Natasha Kristina (@hitheresunshine) September 6, 2017
Can we also just say how much easier our scheduling lives have become since we started using Sprout? So. User. Friendly. #SproutChat http://pic.twitter.com/tctrTPjY0i
— DoubleShot Creative (@DoubleShotTeam) September 6, 2017
A2: To manage governance of schedule, I'd nominate a key owner, a shared doc and weekly editorial meetings. #SummerBizBootcamp #SproutChat
— Nicole Osborne 🍭 (@Lollipop_Social) September 6, 2017
Get a Holistic Look at Your Efforts
Essentially a social calendar is your big-picture view of content. It helps you easily assess where your efforts have really paid off. Calendars allow you to quickly pull what high performing content was posted on a certain day or time, enabling you to constantly optimize your social strategy.
A3. It gives you a clear idea of what content is working and what is not doing well #sproutchat
— Cheval John (@chevd80) September 6, 2017
A3 it'll help you determine what content does better than others, what graphics work, how your video's affect your following #sproutchat
— Denise Casagrande (@Free_DennyGurl) September 6, 2017
A3: You're able to track how a piece of content performs to see what resonates with your audience and what doesn't. #SproutChat
— Express Writers (@ExpWriters) September 6, 2017
A3: You can go back to see what was posted on days that had better reach/engagement. It also helps you know what time to post. #sproutchat
— Crowd Thread (@CrowdThread) September 6, 2017
A3. By knowing what happened when, it's easier to track the lift from it. #SproutChat
— Reva Minkoff (@revaminkoff) September 6, 2017
A3: The content calendar helps with A/B testing content and optimizes future campaign opportunities through historic learning. #SproutChat
— Christopher Thames (@ChrisThames29) September 6, 2017
The More Concise, the Better
If you need approvals from senior leadership or clients for social calendars, be sure to present everything in a strategic and concise manner. Emphasize that you’re hitting all content buckets and working to achieve business goals.
A5: If your #socialmedia tool allows customer access/approval, great. If not, shared @googledocs sheet w/ proposed content. #sproutchat
— Val Vesa (@adspedia) September 6, 2017
A5 #SproutChat when I worked in an agency and clients needed to approve, we either had a shared GoogleDoc or sent Excel for two week periods
— Natasha Kristina (@hitheresunshine) September 6, 2017
A5: Exporting the scheduled content for specific dates from the calendar view in @SproutSocial is one way to do it. #sproutchat
— Crowd Thread (@CrowdThread) September 6, 2017
I always export my content calendar from @SproutSocial to get it approved by clients 👍🏼
— Isla Roses (@isla_benzie) September 6, 2017
A5 keep it strategic, top level, paint a simple picture of how key activities will help org achieve its goals #SproutChat
— comfortwriter 📱🤓📝 (@ComfortWriter) September 6, 2017
Tune in to #SproutChat next Wednesday, September 13, at 2 p.m. CT, with Sprout All Star, Mandy Yoh of ReviewTrackers, to chat about the importance of online reviews.
Until then, be sure to check out our Facebook community to network with other folks in the industry.
This post #SproutChat Recap: Getting the Most out of Your Social Calendar originally appeared on Sprout Social.
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