In my communications with companies that spend a good amount of time ‘doing’ social media, it’s easy to see that most of the engagement is random, catch-as-catch-can; sporadic. There’s no rhyme or reason to it.
And I’m not entirely sure there should be. Social media, after all, IS random! You think of something to share and BANG it’s tweeted out! You see something, you react and retweet. Personal schedules change enough on a daily basis that finding a regular time to check in is a challenge for a lot of folks.
So the idea of a Social Media Editorial Calendar may seem counter-intuitive to creating active unscheduled engagement with your crowd on Twitter and Facebook.
If you know that you’ll be at seven tradeshows this year, you can build a series of promotions around those appearances. If you know there are milestones or holidays on the calendar that your company can naturally tie into, it makes sense to set up a social media schedule in advance.
To me, the best way to do this is create a Social Media Editorial Calendar which outlines how the next year will look:
- January 1: New Year’s Day (giveaways!)
- January 8: Elvis’ birthday! (old-time rock and roll CDs up for grabs)
- January 10 – 13: CES (promotions)
- February 14: Valentine’s Day (more promotions)
- February 29: Company product release (press releases, tweets, FB postings)
Etc…you get the idea. Build a few social media promotions around dates on the calendar, have your team members put together the various bits and pieces (giveaways, video shoots, product release notes) and build your social media schedule for cool posts and tweets.
Not only does this put you ahead of most of your competition, but you’ll breathe a sigh of relief after the schedule is set and assignments are made. At this point you KNOW what you’re committed to for the year. You KNOW what your company is doing on social media and you KNOW who’s going to do it.
Put your new year’s schedule together in the last quarter of the current year and you’ll be miles ahead when the new year kicks in.