Social media is at the center of most companies’ branding efforts these days. The popularity of platforms such as Facebook, Twitter, and Instagram means that broadcasting a message on any of them has the potential to reach millions of people in seconds. However, connecting with every user is far from given, and single messages are simply not enough to build the kind of success companies seek online.
Instead, your social media strategy should be carefully planned well in advance. If you need to constantly post every day, and sometimes several times a day, improvising can quickly become unsustainable. Even worse, it can make your efforts look sloppy and disorganized. Instead, you should do everything you can to create a social media calendar that gives you excellent exposure, and allows you to build a loyal audience who are more likely to listen and share what you’re sharing with them. Here are some of the best strategies to create a social media calendar you can sustain!
“Social media is a wonderful tool for engaging with
potential customers and reaching new audiences”
One of the biggest secrets successful social media marketers know is that it’s nearly impossible to keep an original social media calendar with one kind of post. To keep things fresh and constantly engaging, the best strategy is to shoot for a combination of posts. The first is content you create for your website or other branding efforts—blog posts, articles, new announcements, and so forth. These are a great way to get the word out about your company and its efforts.
The second is curated content, interesting articles and other materials you’ve found online by companies in your field or on topics that are related to your industry. This is an excellent solution to show the world how well you know your business. The last is purely promotional content, letting your consumers know about new products, promotions, and the like.
There’s no set standard for how to balance things out, but rather an organic equilibrium that works best to keep your followers engaged. A fairly common breakdown is what many refer to as the ‘golden ratio’. This tactic calls for using 30% owned content, 60% curated, and 10% promotional. In the end, find what works for you and commit to providing the best possible content on your social media channels.
A major challenge social media managers encounter when branding is consistency. Social media is a wonderful tool for engaging with potential customers and reaching new audiences, but a spotty presence online can induce some unwanted side effects. One of the biggest advantages social media offers is a direct line of communication and instant presence of mind. However, it also provides a near endless stream of new images, articles, and photos. It can be easy to get lost in the mess of new posts and forgotten by your consumers.
Instead, make sure that whenever you post it is consistent, and constant enough to let your audience remember you and seek you out. Make use of existing trends such as ‘throw-back Thursday’ or similar memes, and create a persona that is approachable and always a simple click away. Consistency builds familiarity, and consumers are more likely to buy from you if they know who you are.
In a case of more being better, knowing what you’re going to be posting on social media is the first step at successfully managing your branding strategy online. When you’re starting out, posting once or twice a week is easy. You can simply improvise something witty and be done. Moreover, you have time to think about what you can post in advance. Once you move to three, four, or more posts a week, improvising leads to wasted time you could allocate to other essential business activities.
Therefore, it’s vital to minimize the time you spend thinking of social media posts. Most importantly, since the majority of the content uploaded to social media will not be time-sensitive, you can have it prepared well in advance, from social posts to blog articles to promote. Having a weekly planner will assist with time management, help you plan better, and single out important dates such as holidays or other occasions where you can distribute special posts and seasonal content.
Most crucially, your social media strategy should not take over your life. A big lesson every company learns is that it can either have someone dedicated to social media, or it must find a way to reduce the work it takes to keep a constant presence. Luckily, there are several platforms and applications that make keeping a social media plan set in advance an easy proposition. Tweetdeck, for example, lets you manage several handles, and create scheduled posts well in advanced. Tailor Brands’ own social media calendar also lets you automatically create and post images and promotional content to Facebook. A brand can express itself so powerfully with a logo because it has taken the time to create a coherent branding voice, message, and mission. When everyone on a team clearly understands what the company is about, you can better express it through your branding and marketing materials.
Finding ways to keep the flow consistent without doing all the hard work will help improve efficiency and give you a great presence without sacrificing other areas of your business.