Social media has fast become a public relations tool that businesses (large or small) should be aware of and actually utilizing. As small business owners consider taking advantage of new social channels, they should also consider adding a social media editorial calendar to their public relations strategy.
You may think to yourself, “Okay. I have a Facebook Fan Page and a company Twitter account…now what?”
Now, you have to become an active contributor or risk your fans abandoning you for livelier, more interesting pages that answer their questions and don’t sound like a robot. That being said, engaging in social media takes time, and, as any small business owner will tell you, time is something for which you can only wish for more.
When it comes to small businesses, whose focus is day-to-day operations, finding the time to regularly contribute to various social profiles can be intimidating and become haphazard. In these cases, a social media editorial calendar (also known as: a content calendar or social media posting calendar) can be especially useful.
Editorial calendars aren’t just for magazine editors anymore. With a new focus on content development and storytelling, public relations managers and social media strategists have given this old tool a new twist by using it to maintain online presences and track campaign progress against business goals.
3 Reasons You Should Use an Editorial Calendar
- To Plan ahead: Think about upcoming events you have over the next several months and start to think about ways you could promote them on social media.
- Keep on track with your posts: Facebook’s algorithm and Edge Rank punish profiles that don’t actively communicate meaningful content with their fans consistently. In order to reduce the risk that you’ll get on the naughty list, use this method to make sure your posting is spread out and consistent.
- Gives you a way to measure your progress: this is a great vehicle for you to use if you want to look at your progress in terms of gaining followers, what type of posts people commented on more and to start seeing trends in your social media posting.
Although using an editorial calendar can help keep your social media presence organized, one should be aware that an editorial calendar is NOT a replacement for an active online presence. It is a tool that will help you create an effective posting schedule and engage in online conversations with your audiences, but it will not make up for the “robotic” tone if you don’t humanize your posts.
Even if you follow a social media editorial calendar and schedule posts (which I do recommend) be sure you are actively checking your profiles and replying to fans who write messages to you.
Social media is about relationship building, not self-promotion.
Are you ready to get started using an editorial calendar? Try downloading this free ebook: How to Create an Editorial Calendar that Rocks.