Staying organized is key when managing your company's social media. Learn why and how to build an editorial calendar to organize and manage their approach to social media.
- The more organized you are with social media, the more likely you'll see results. And one major key to getting organized is maintaining your schedule. Alongside your social media strategy, you'll want to develop an editorial calendar to manage all of your messaging in one place. An editorial calendar is a document that can live on a spreadsheet or within a marketing software to organize what you're sharing on social media on which channels and when. Similar to organizing a calendar for your work week, an editorial calendar should outline all the content that's supposed to be shared on your company's social media accounts in the future.
Every editorial calendar is different depending on the company. But most plan their social postings about a few weeks or a month ahead of time while leaving room for spur of the moment content to be added to the schedule. You might be asking why is it important to have an editorial calendar? The reason is this. It keeps your social media efforts goal-focused and organized. By documenting when your social posts will be shared you save a significant amount of time. It is much easier to see all the campaigns your organization has running in one place.
This also means adjustments are more fluid, ahead of schedule and can be made in terms of the larger strategy which is much easier to see from this bird's eye view. Not to mention, an editorial calendar is essential for team collaboration as most will people work together on the company's social media efforts from the same document living online. To create a social media focused editorial calendar, start by selecting a tool to manage this document. This could be Google Sheets, CoSchedule, or Trello.
Choose a tool that's best suited to the number of contributors you need to collaborate on a calendar, what functionality you're looking for, and how complex your calendar is going to be. Once you've selected the right tool, it is important to be able to look at your calendar and quickly understand what social posts are scheduled on a daily, weekly, and monthly basis. This way, you can jump between looking at the granular daily details and the larger picture. Next, outline on which specific social networks you'll be sharing content.
It is important that you're able to differentiate the message you'll plan to send on one channel versus another on your calendar. Maybe you'll label all of your upcoming Facebook posts in blue. And then all of your Pinterest posts in red to make the difference clear to all contributors. When mapping out what content will be shared some organizations like to include the exact copy and media they plan to post on the calendar itself. This way you can copy what information is listed on the calendar and share it when you're ready to publish.
Other companies, in contrast, simply make a note of when a social media post is going live and on which channel. Some tools with calendar functionality, like CoSchedule or Hootsuite, allow you to schedule your social media posts directly within the calendar itself for more stream-lined publishing. Regardless of what options you decide to go with just make sure your calendar remains highly actionable as a resource for your team. That is, your calendar needs to be one that facilitates an efficient process rather than creating more questions or confusion.
If at any point, your calendar becomes a burden, then it's time to reassess how you're using it and consider changing the format to align with your teams workflow. There you have it. Start building out your own editorial calendar and become faster, more organized, and more effective in reaching your objectives.
- Why invest in social media?
- Developing a documented strategy
- Defining your audience
- Finding the right channels
- Understanding the nuances of different social networks
- Developing a content series
- Publishing best practices
- Competitive intelligence
- Understanding paid advertising
- Driving results with paid ads
- Pairing metrics to goals