How To Organize Social Media ContentPosted by Eric J Vogel
Step 1: Establish goals
Anyone that has done business with me or even talked social media with me will know that I’m a huge proponent of setting goals. Rather than just blanket your social media content in every-and-all spaces, really think about what you’re trying to accomplish and how you’ll measure your goals.
Are you looking to increase brand awareness? Increase Facebook likes (and if so, what will you do with them once you’ve reigned them in?) Show yourself as an expert in your industry?
Set your goals and make sure they are measureable. And then, throughout the social media process, be sure to revisit your goals and keep careful tabs on analytics.
Step 2: Develop an industry source list
Sometimes, it’s better not to reinvent the wheel. When thinking about your social media content, you want to provide a good mix of discussion topics, industry articles (from your source list) and relevant information that comes from your own blog, website or other avenues.
Developing an industry source list makes it easier for you to keep tabs on what is trending in your industry and what potential customers are asking about, talking about and wanting to learn more about. Use information from other relevant sources in your industry to modify, develop and curate your own social media content that engages your specific audience.
Step 3: Set a timeline and determine appropriate channels
Social media is not one-size-fits-all. Choose channels that are appropriate for the audience you’re trying to reach. If you’re looking to connect with those in B2B, LinkedIn might be a great place to start. If you want to create a community around your brand and dig in to conversation, a great Facebook strategy can do wonders.
No matter the channel, you want to develop a timeline for posts. Consider your resources and ability to produce quality content. Should you post daily or multiple times a day? Is your audience interested in weekday posts or should you commit to a 7-day per week posting strategy?
Make your content stand out and commit to posting more than once a week (let’s be honest, one post a week on any channel isn’t going to create visibility for your brand).
Step 4: Put together a social media content calendar
This is the part I enjoy the most: Your social media content calendar. This is the tool that is going to help you keep it all together and become a rock star at producing social media content.
An employee of mine once likened a social media content calendar (http://alleecreative.com/blog/2012/04/12/marathon-training-calendar-meet-social-media-content-calendar/) to a marathon training calendar, and rightfully so. Most people don’t start out the gate running full speed ahead without a few bumps in the road. However, if you set a social media content calendar as your guide, you’ll have a wonderful tool to support you.
Key components of a social media content calendar include:
- Post date
- Key Words
- Social media channel (e.g. Facebook, Twitter, LinkedIn, YouTube)
- Content you’ll post (including links)
- Notes/holidays/other company events
Once your calendar is set, you can also set up third-party apps such as HootSuite, TweetDeck or SocialSprout to do some of the posting for you (although please don’t use the auto DM features or auto-comments. You do want to be real and conversational).
The bottom line is getting your social media content in calendar form like these examples: (http://alleecreative.com/blog/2012/01/04/how-to-manage-an-editorial-calendar/). Once you take time (either monthly, weekly or every few months) to set up a social media content calendar, you’ll get into a groove of regular posts and reap the rewards of social media ROI.
Step 5: Stick with it and be consistent
Consistency is key to ROI when it comes to social media. When your audience can depend on relevant, consistent content, you’ll engage in more conversation and generate more leads and discussion around topics that are pertinent to your audience. Likewise, you’ll garner more klout from search engines and various social media site algorithms (that, let’s face it, seem to change on a daily basis).
By setting yourself up with specific goals, identifying appropriate channels to be suit the needs of your customers and keeping a regular social media content calendar, you’ll move from “How can I manage it all?” to “I’m doing a pretty dang good job and keeping it together” in no time!
Article Guest Post By: Melissa Harrison is CEO and chief strategist at Allée, a marketing and creative services company outside the Twin Cities. Melissa’s areas of expertise include content management and strategy, branding, graphic design, PR and social media. This fall, Melissa will present “How to Organize Your Content Marketing Plan” at Content Marketing World in Ohio. Connect with Melissa online at www.alleecreative.com, on Twitter (www.twitter.com/alleecreative), Facebook (www.facebook.com/alleecreative) or LinkedIn (http://www.linkedin.com/in/melissaaharrison)