Note: See the Premium Content Bundle chapter of this book to download a ready- made 24-question template to help your business plan and execute your social media strategy, and perform a simple competitor analysis.
Plan ahead with a social media content calendar
One of the stiffest tests facing brands on social media is to consistently publish high quality content for their fans. A companys social media presence that appears abandoned is the digital equivalent of turning your lights off. Because youre not updating online, people will assume that youre going out of business, even if the opposite is true. Consistency here can really help to boost levels of engagement by enabling fans to anticipate your next post. It will also foster a stronger relationship with your audience (who will keep coming back for more). One of the best ways to help get it right is by compiling a social media content calendar. An editorial calendar will allow you to plan your activity for weeks - or even months - in advance. This foresight will allow you to plan everyday posts as well as building seasonal themes into your updates, and prevent you from posting sub-par stuff just because you need to publish something. In addition to planning for the big holidays like Thanksgiving and Christmas, you will also be able to map out a strategy for “mini holidays” like July 4th or Valentine’s Day, occasions where fans are actively searching on social media for deals, discounts, advice, etc. The ability to scan a social content calendar regularly will also provide you with a way to step back from day-to-day posting and re-affirm your wider strategy. Of course, spontaneous posting to social media still has a place, but for the foundations of your strategy, a content calendar is highly recommended. One simple way to plan a content strategy (that can be used to populate your calendar and prevent yourself from becoming overwhelmed) is to create a daily theme across your social networks. For example: sharing a new blog post on Monday, asking a question on Tuesday, an infographic on Wednesday, a quote on Thursday, etc.