{"id":17609,"date":"2020-03-12T07:07:51","date_gmt":"2020-03-12T14:07:51","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=44275"},"modified":"2020-06-05T17:20:47","modified_gmt":"2020-06-05T17:20:47","slug":"social-media-calendar","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/social-media-calendar\/","title":{"rendered":"How to Plan Your Social Media Calendar"},"content":{"rendered":"<p><a href=\"https:\/\/benchmarkemail.com\/blog\/6-ways-to-use-social-media-in-your-email-marketing-campaign\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Social media<\/span><\/a><span style=\"font-weight: 400;\"> is often an afterthought for marketers. It\u2019s not our fault \u2014 we\u2019ve got a lot on our plates and not a lot of time to do it. But if you\u2019re not paying enough attention to social, you\u2019re definitely missing out.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No matter your market, there\u2019s a good chance that a large portion of your audience is using social media. In fact, about 90 percent of Millennials, 77 percent of Gen Xers, and 48 percent of Baby Boomers are <\/span><a href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/23865\/13-mind-bending-social-media-marketing-statistics.aspx\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" class=\"external\"><span style=\"font-weight: 400;\">active on social media<\/span><\/a><span style=\"font-weight: 400;\">. And for a good portion of Gen Z\u2019ers and Millennials, social media is<\/span><a href=\"https:\/\/www.slideshare.net\/adobe\/adi-state-of-digital-advertising-2018\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" class=\"external\"> <span style=\"font-weight: 400;\">the most relevant advertising channel<\/span><\/a><span style=\"font-weight: 400;\"> driving their purchases.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With so many people heavily engaged in social media \u2014 both in terms of day to day life and purchase decisions \u2014 having a sound social strategy is key. And for that, you\u2019re going to need a social media calendar.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Posting is a lot easier when you know what you\u2019re going to post, when you\u2019re going to post it, and how it fits into your broader digital marketing strategy. Here\u2019s how to start planning and putting together a social media calendar that helps you finally take advantage of all that untapped potential.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-44277 aligncenter\" src=\"https:\/\/benchmarkemail.com\/in\/wp-content\/uploads\/sites\/11\/2020\/06\/How-to-Plan-Your-Social-Media-Calendar-SOCIAL.png\" alt=\"\" width=\"1000\" height=\"1000\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Establish a Content Plan<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Content planning helps you narrow down your efforts and focus on what matters. What types of content you post on each social media channel depends on what works well for that individual platform. While it might be easier to assign the same content and ledes for all channels, if you don\u2019t <\/span><a href=\"https:\/\/www.hatchbuck.com\/blog\/5-expert-tips-for-optimizing-content\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" class=\"external\"><span style=\"font-weight: 400;\">optimize your content<\/span><\/a><span style=\"font-weight: 400;\"> plan, you\u2019re going to end up with a lot of unsuccessful posts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some examples of what works best for different types of social channels:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Facebook<\/b><span style=\"font-weight: 400;\">: Behind the scenes posts and glimpses into your company and its team members. This includes company culture posts, team updates and outing, and volunteer work. It doesn\u2019t hurt to also share blog content and articles, which help show your followers what your bread and butter is. Include some lead generation posts, too, like gated content and guides.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>LinkedIn: <\/b><span style=\"font-weight: 400;\">This is a professional social network, so stick to posts that focus on your content and services, as well as lead generation. Examples include job listings, blog posts, and guest-contributed articles. Other useful types of LinkedIn content are industry trend reports, interesting articles from reputable publications and thought leaders in your industry, gated content, and special promos like free trials or newly released content.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Twitter: <\/b><span style=\"font-weight: 400;\">Due to the fast-paced nature and high traffic of Twitter, you can up the frequency on your postings here. There aren\u2019t many rules in terms of what content does and doesn\u2019t work. Test out all of the various types mentioned above and see what performs best.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Instagram: <\/b><span style=\"font-weight: 400;\">Because of its algorithm, sharing a ton doesn\u2019t help you on Instagram like it might on Twitter or LinkedIn. In addition to paring down the frequency of your postings, focus on edited and brand-consistent imagery. Examples of what to post include new product releases, company updates and insights, team outings, and other visually-driven news.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Map Out Your Strategy<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve established what kinds of content you want to be sharing on your various social media platforms, it\u2019s time to put together your actual calendar. Create a spreadsheet that includes:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Each social platform you\u2019ll be posting on<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The days of the week you\u2019ll be publishing social content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The kinds of content you\u2019ll be posting each day, per platform<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Be as specific as you can, and make sure to include particular items that don\u2019t happen frequently but are worth posting, such as webinars, whitepaper releases, and conference speaking engagements or attendances.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This spreadsheet will help you see your social media strategy as a whole. Pay close attention when looking at it to ensure that you\u2019ve scheduled enough posts for each platform and that they\u2019re the right kind of posts. Be ready to adapt this schedule as needed to accommodate new content and factor in existing reports and data on what days, times, and types of content have already been performing well for you.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Track Results and Adjust Accordingly\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Crucial to any good calendar is tweaking it when the situation warrants. For your social media calendar, you\u2019ll want to optimize it each month, depending on the analytics around how your posts are doing and the KPIs that you\u2019re trying to achieve. Be sure to have an idea of what you\u2019re hoping to get out of your posts so that you have a goal you can track progress against.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep your KPIs specific to each platform. Some goals that you might want to keep in mind are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Increasing followers by a certain percentage in three-month increments<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Generating X amounts of leads on LinkedIn each month<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Getting X amount of retweets on Twitter each month<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Knowing your goals \u2014 and having a content and timing plan for how to achieve them \u2014 is the crux of what your social media calendar is all about. Once you have your spreadsheet template made, it should be easy to adapt month to month. Good luck, and don\u2019t forget to keep a close eye on those all-important analytic reports. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Social media is often an afterthought for marketers. It\u2019s not our fault \u2014 we\u2019ve got a lot on our plates and not a lot of time to do it. But if you\u2019re not paying enough attention to social, you\u2019re definitely missing out. No matter your market, there\u2019s a good chance that a large portion of&hellip;<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-17609","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Plan Your Social Media Calendar - in<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Plan Your Social Media Calendar - in\" \/>\n<meta property=\"og:description\" content=\"Social media is often an afterthought for marketers. 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