By Andrea Harvey
Editorial calendars are necessary in getting the most out of your social media accounts. You’ll want to plan and schedule your posts a couple months in advance to ensure they reflect your goals.
A thriving social media presence requires daily posting. So what sort of posts should you fill your editorial calendar with? Here are some ideas to help guide you through the process, along with some recent examples of companies with active social media profiles:
Are there any upcoming events your followers may want to know about? If so, be sure to post a few times before, during and after to get the most bang for your buck.
Example: American Express
— American Express UK (@AmexUK) May 18, 2015
When are your peak sales times? Is it related to a holiday, season, or something else happening during that time? Mark these dates on your calendar and post accordingly.
Example: Taylor’s Bar & Grill
— Taylor’s Bar & Grill (@Taylors_Bar) May 6, 2015
HERE ARE THE OFFICIAL CINCO SPECIALS! $3 well tequila, $4 hornitos & cazadores, $7 corona/well tequila, $8 corona/hornitos COME PARTY! — Taylor’s Bar & Grill (@Taylors_Bar) May 5, 2015
3. NEWS & INDUSTRY TRENDS
What’s going on in your world? Are there any recent trends, stories, or changes happening that would interest your followers? Keep them in the loop.
Example: Powell’s Books
4. ADVICE & EXPERTISE
You’ve initiated the relationship, and now it’s time to maintain it. Show your followers how useful your social media account can be for them — give them a reason to choose you over anyone else.
Example: Whole Foods Market
5. FREQUENTLY ASKED QUESTIONS
Answer their current and future questions. (Because who doesn’t love having questions answered before they’re asked?)
Example: Warby Parker
On Memorial Day, our stores will close at 6:00pm and our Alchemy Works, Shop Good, and Art in the Age showrooms will be closed all day.
— Warby Parker (@WarbyParker) May 22, 2015
6. EXPERIENCES & BEHIND-THE-SCENES LOOKS
What’s your organization up to? What are your customers, clients, or followers’ stories? The human element is essential.
Example: University of Oregon
7. VALUES & PERSONALITY
What is your brand all about? Giving it a voice allows its followers to connect on a deeper level.
Example: Planned Parenthood
8. BLOG POSTS
Essentially, any social media post can have a blog post to accompany it. But blogs are more work, so don’t start one if you can’t post frequently.
Example: Free People
For more general tips on making and maintaining an editorial calendar, check out the Content Marketing Institute’s article, “A Content Marketer’s Checklist: Editorial Calendar Essentials.”