Everything You Need To Include On Your Social Media Calendar

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Everything You Need To Include On Your Social Media Calendar

Tuesday, December 27, 2016 by

Social Media Calendar

Social media marketing could conceivably be done in 30 minutes a day, once you get into the full swing of things. A lot will depend on how large and popular your brand is, how much you are able to automate, and how much social media experience your people have in the first place.

One of the biggest mistakes people make for their social media calendar is creating a calendar for just the things you publish. But you will be doing much more than publishing. 

  • You will need time to come up with unique campaigns and content for each network.
  • You will need to spend time reviewing what has been said about your brand, your products, your services, and your industry.
  • You will need to respond to your potential and current customer inquiries throughout the day.
  • You will need to review analytics to determine what is working and what isn’t.
  • You will need to read about what new features are being released on each network your company uses to ensure that your strategy is as relevant as possible.

In other words, social media requires commitment. Hence, think about how many people will be handling your social media and how long they will have every day to handle your social media, and consider the following for each social network when planning the social media calendar for you and your team.

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Facebook

HostGator Facebook

With Facebook, you can create different entities to help you market your business: personal profiles, business pages, and groups. You have to have a personal profile to create a business page, and you have to have a personal profile to create and participate in groups where your ideal customers are active.

Here are some of the main tasks you must complete to have a successful Facebook presence:

  • Create a Facebook page and post updates at least once a day. You can actually publish daily or schedule your updates once a week via a variety of social media management tools.
  • Utilize video when possible to get better reach. Live video is the most popular (at time of publishing).
  • Promote your page on your website, email signature, and other social networks to build up your Facebook audience.
  • Monitor your notifications and reply to incoming messages, comments, visitor posts to your page, and reviews.
  • Use your personal profile to invite your friends to become fans (if applicable), link to your page as your current workplace (under the about tab), and share your most recent Facebook page posts publicly.
  • Use your personal profile to engage with your target customers in Facebook groups. The goal isn’t to advertise your business, but to simply bring more visibility to you and your business. Unless advertising is allowed, in which case, advertise.
  • If there isn’t a group that your ideal customers can come to discuss issues regarding your industry, create it. For example, a vet that creates a local pet owners group would have the ideal group for their ideal customer base.
  • Create retargeting ads to people who have visited your website but did not complete a specific conversion goal (submit a lead form or make a purchase) and remind them of the services or products they viewed.
  • Create ads targeted towards your ideal customers to introduce them to your products and services.

 

Twitter

HostGator Twitter

With Twitter, marketing is a little simpler since there is only one thing you have to create: your Twitter profile. Here are some of the main tasks you must complete to have a successful Twitter presence.

  • Create a Twitter account and tweet from it several times a day. You can actually publish daily or schedule your updates once a week via a variety of social media management tools.
  • Promote your profile on your website, email signature, and other social networks to build up your Twitter audience.
  • Monitor your notifications and reply to mentions and direct messages.
  • Save a search for anyone who mentions your business, unique products, or services that may not have used your @username so that you can reply to them.
  • Save a search for people having conversations about products or services that you can sell to them. For example, if someone were to tweet that they need a new hosting company tool, @HostGator would be there to reply.
  • Create retargeting ads to people who have visited your website but did not complete a specific conversion goal (submit a lead form or make a purchase) and remind them of the services or products they viewed. Remember that ads will also need to be monitored for comments.
  • Create ads targeted towards your ideal customers to introduce them to your products and services. Remember that ads will also need to be monitored for comments.

 

LinkedIn

HostGator LinkedIn

With LinkedIn, you can create different entities to help you market your business: personal profiles, company pages, showcase pages, and groups. You have to have a personal profile to create a company page, you have to have a company page to create a showcase page, and you have to have a personal profile to create and participate in groups where your ideal customers are active.

Here are some of the main tasks you must complete to have a successful LinkedIn presence.

  • Create a company page and post updates at least once a day. You can actually publish daily or schedule your updates once a week.
  • Create showcase pages to highlight popular products you offer. For example, Microsoft has a company page, and they also have showcase pages for Microsoft Office, Microsoft Cloud, Microsoft Surface, and other products.
  • Promote your company page on your website, email signature, and other social networks to build up your LinkedIn audience.
  • Monitor your notifications and reply to comments on your page.
  • Use your personal profile to engage with your target customers in LinkedIn groups. The goal isn’t to advertise your business, but to simply bring more visibility to you and your business. Unless advertising is allowed, in which case, advertise.
  • If there isn’t a group that your ideal customers can come to discuss issues regarding your industry, create it. For example, a senior facility that creates a local caregivers group would have the ideal group for their ideal customer base.
  • Create ads targeted towards your ideal customers to introduce them to your products and services. Remember that ads will also need to be monitored for comments.

 

Instagram

HostGator Instagram

Instagram has the simplicity of Twitter in the fact that you only have one entity to work with: your profile. The downside of Instagram is that it is not as easy to schedule updates to their network. Here are some of the main tasks you must complete to have a successful Instagram presence.

  • Create an Instagram profile and post images or video at least once a day. You can actually publish daily or schedule your updates once a week via a variety of social media management tools. The only difference is that instead of the update being published automatically, you will get a notification on your mobile device to publish the update at the scheduled time.
  • Utilize Instagram Stories to reach the top of your follower’s news feed by updating it often.
  • Promote your profile on your website, email signature, and other social networks to build up your Instagram audience.
  • Monitor your notifications and reply to comments on your posts, mentions, and direct messages.
  • Convert your profile to a business profile when the option becomes available in your settings. This will give you access to insights, additional contact options for your profile visitors, and the ability to promote your posts from inside the Instagram app.
  • Create retargeting ads (via Facebook Ads Manager) to people who have visited your website but did not complete a specific conversion goal (submit a lead form or make a purchase) and remind them of the services or products they viewed. Remember that ads will also need to be monitored for comments.
  • Create ads (via Facebook Ads Manager) targeted towards your ideal customers to introduce them to your products and services. Remember that ads will also need to be monitored for comments.

 

Additional Networks

HostGator YouTube

In addition to the above networks, you also have many others to choose from, some of which are industry-specific or simply more important to some industries than others. For example, these are the tasks you must complete to be successful on the following networks:

  • YouTube – Post videos or create playlists regularly. Create video ads. Review your analytics to determine view and engagement rate for your videos along with the subscription rate for your channel.
  • Pinterest – Pin images and videos regularly. Create promoted pins. Review your analytics to determine your top pins based on views and engagement.
  • Snapchat – Post content regularly (mobile only). Big brands could look into advertising and local businesses could look into Geofilters.

 

In Conclusion

As you can see, there is a lot more to consider when it comes to your social media calendar. When you are drafting next month’s social media calendar, be sure to include everything—from campaigns to analytics. Then you will really see what it takes to maintain your social media marketing strategy.

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