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“We have no post for tomorrow. What shall we post about?”. *Cue: Panic!*
This classic poor planning and rushed production is a rookie mistake that marketing teams tend to make when they first start out, but we’re here to help you avoid it at all costs and make your life easier by helping you to map your social media calendar out for the year ahead. Here we explain the ins and outs of a social media calendar; what it is, why you need it and how to get started.
In short it is a content sheet that is planned in advance. It allows you to identify your company’s upcoming launches, anniversaries, sales, discount promotions, campaigns and other important dates and events that need to be mentioned, celebrated or executed by your team.
The calendar should include the date and time when each post should go out, the copy and creative assets (i.e. photos and videos) that have been approved, and the links, tags and hashtags to include when posting.
Essentially, it helps you and your team save time and ensure you’re heading in the right direction. Content prepared in advance allows for greater visualisation of the “big picture” on the feed and creates cohesiveness on the grid. It allows you to approve visuals, captions and planned dates in advance without the long chain of email threads, which significantly reduces the chance of error. It also allows you to see how your campaigns will work with your regular content, both in terms of timing and visuals.
Our first piece of advice here would be to not overcomplicate it. Let’s forget the stats, logistics, KPI’s and SM analytics for a moment and focus simply on the creative elements. Start with the basics as a launch pad:
1. Type of content
2. Platform of choice
3. Persons in charge of posting
4. Persons in charge of copywriting and visual work
5. Brand’s identity & tone of voice online
6. Media type (images, videos, illustrations or mixed media)
7. Desired posting dates and times
8. Important dates including launches and campaigns
These are a few important questions that need answers when creating your social media calendar. Tempus fugit, as the saying goes, so make sure you allocate time for the work needed before the due calendar is meant to commence. Of course you could always get our team to get you set up. Book a quick call with us and we’ll let you know how we can help.