Keeping Up with Your Social Media Campaign

Attachment: Content Calendar Example

In the spirit of Halloween, let’s talk about things that scare us. In my line of work, the number one thing I hear from business owners about social media is that they are afraid of it. Social Media scares them either because they don’t understand how it works, or they don’t know how to keep up. Frequently we wonder what we would post or tweet about and we doubt that anyone would be interested. The solution to this problem is to break it down into two parts: organization and content.

When a business owner already has a number of time-consuming tasks each day, it is not easy to manage social media marketing. I have seen it time and time again where an entrepreneur starts out strong and with purpose, updating daily only to have their efforts dwindle and the site(s) become inactive in as little as a few weeks.

Keep your campaign organized with these tips.

1. Consider making use of a content calendar system. I have attached an example, find a download link at the bottom of this post. Have a monthly overview calendar where you fill in which days you will post on each platform. For the attached example, I’m posting on Facebook, Twitter and Instagram daily from Monday-Saturday. Each Friday I plan on writing a blog post. I have decided not to post on Sundays for a break day.

2. Supplement your monthly calendar overview with a weekly planner, also included in the attached example. On the left hand side I have listed the platforms I need to plan for, and have included spaces for each day of the week. I will post once per day on Facebook and Instagram, but on Twitter I have decided to post three times each day which is why it has three slots for content on each day of the week.

3. You can write out your posts/tweets/etc. in these slots, or simply make note of an idea about what you’d do on that day. I prefer to write the full post, indicate the photo/image I have selected to accompany it (with an exact file name so I can easily locate it on my computer) and include any links that will be used. In the example I have filled out the first day of content (Monday) along with a Friday blog post idea to give you a sense of how you would start filling it out.

4. Use a scheduling system (e.g. Hootsuite, Facebook Scheduling) to ensure you never fall behind. If you are sick or away, you will know your social media is still active while you are out of commission!

As the saying goes, content is king, but many people struggle to figure out what to post. There are many social media content ratios but they differ based on the industry. If you are a non-profit, it may be okay to focus mainly on ‘sales’ posts about your cause. If you are a marketing company, it may be better to mainly post interesting content outside of sales pitches.

1. Spend some time brainstorming what you could post about. Great content is something that is easily repeated. For example, you may want to designate a day of the week for a themed post. Tech Tuesday would be a great day to post about technology news within your industry.

2. Think of topics that may be directly or loosely related to your business. For example, if you have a hair salon, you might also find it appropriate to post about fashion since it is linked to the beauty industry. If you own a restaurant that focuses on local food, consider posting about local events, news and feel-good stories.

3. Brainstorm keywords that match the mood of your brand. If you produce a skincare line that focuses on organic ingredients and health, relevant keywords might include positivity, nature, wellness, happiness, clean, earth. From there, you can find content that also matches these keywords. You could post an article on the 10 Keys to Waking up in a Good Mood, or Why Clean Eating Boosts Your Energy. They are not directly related to skincare but may be of interest to your demographic.

4. Be timely in your industry to make the most of important events. Take 10 minutes every morning to see if there’s any relevant news from your industry. This is easy, appropriate and important content!

5. During your work day, stay alert to anything that you could post on your social media. If you are going to a special meeting to see about redesigning your office, take a photo sneak peak of the blue prints to share on your pages.