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.
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.
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.
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.
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.
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