Now that you’ve chosen your social media content types and channels, it’s time to organize it all so that you can keep track of your brand’s activity. This activity goes beyond frequency. You also need to make sure your content is balanced so that you don’t look like a one-trick social media pony. Otherwise, you risk losing engagement from your consumers. There are two primary methods by which you should organize your content: categories and calendars.
Categorizing your social media content helps you maintain a good variety of your messages. Social content typically falls into one of three categories: entertainment, information, and product. Here is how different kinds of content fall into each category.
- Entertainment: Contests, humor, giveaways, gamification
- Information: News, teasers about special events, community involvement, fan spotlights, educational articles
- Product: Special deals, announcements, seasonal promotions
Since social media is all about connecting with customers, your content can’t always fall in the product category. That will turn your followers away. Instead, shift the balance in favor of entertaining and informative posts to keep people engaged.
Once you categorize your content, you can then put it into a calendar. If you’re not sure how to create your own, there are great templates online to get you started. However you choose to create your content calendar, make sure it keeps track of the date, content category, channel, and message. If your channel partners are involved in your social media activity, they’ll need a calendar as well. Here’s an example of what they might use. Notice that there’s color-coding to keep track of corporate and local posts.
While this format might work for them, it probably wouldn’t work for you. Why not? Your brand is available at hundreds of businesses nationwide, so it’ll be very difficult to keep track of what each of your business partners is saying about your brand on social media. This illustrates a benefit of automating your social content. If you, the brand marketer, create the content and dictate how your partners can customize it, tracking your social activity becomes much easier. The graphic below shows what your calendar might look like.
In the last column of this calendar, you see that some of the content copy has brackets around it. That is the text that your partners can customize. If you’re automating your social content, the local marketing automation platform will automatically pull information from your partners’ user profiles to fill in the bracketed text when the content posts to social media. Easy, right?
Organized content is a critical part of a successful social media strategy. This is especially true for distributed organizations. With your marketing team and your partners using social media, there are plenty of people speaking on your brand’s behalf. Content categories and calendars are your tools for making sure that everyone is sending balanced, consistent messages that get your customers’ attention.
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