to ask when researching your audience.
Be ready to do some keyword research
too. Your messaging should speak to
your audience directly—in their language. Find out what types of words
they use—if you use language that your
audience is not familiar with, you risk
not connecting with them on the personal level that makes brands successful
with social media.
4. Mix it up with different media
As mentioned previously, find out what
types of media your audience reacts to.
Posting a link on Facebook and Twitter
with the article title doesn’t cut it anymore. Consider telling a story with your
social media content. Explore podcasts,
videos, images and more.
If you are going to go with text updates,
try to connect with your audience by
including a quote from the piece you are
sharing or by asking a question about
the subject. If you have a global audience, consider using images instead of
text to tell stories. Images are a powerful
way to communicate, with no translation needed.
Keep in mind that when you share any
type of content, you need to be ready
to respond. Social media are all about
the two-way conversation and connecting with your customers. If you don’t
respond, why should they? With all
push and no pull, no matter how much
research you do, your social media strategy will fall flat.
Content calendars can be created
weekly, biweekly or monthly. Using a
spreadsheet is the most common way to
create a calendar. Consider the frequency of your posts too: Will you post
on Facebook once a day or three times a
day? How many Twitter updates will
you send daily? What about your
blog—how many posts are you planning to publish every week? The answers
to those questions will guide you in
crafting your content calendar.
6. Measure your results
Measuring your results cannot be overlooked. If you don’t measure your success
(or failure), it is impossible to improve.
Consider reporting social media metrics monthly. Compare campaigns and
messaging month over month to track
performance. Which campaigns are driving the most traffic? Which campaigns
are driving the most leads? What kinds
of messages inspire engagement? All of
these metrics can help you improve your
future messaging and campaigns.
Crafting a social media content strategy is an essential part of a brand’s overall Internet marketing strategy. As social
media become more popular, they are
impossible for brands to ignore. With
these tips in mind, you can create a strategy that will allow your brand to flourish
on social networks while achieving your
content calendar 101
Creating a social media
content calendar helps
you see at a glance what
needs to be done to keep
your message on brand.
Build in elements like
product launches, com-
pany goals, social media
measurement and tools—
even holidays that can
help inspire themed
load a content calendar
template in a simple
Excel spreadsheet from
to see how you can
build a calendar that
fits your needs.
5. Manage your content calendar
If you aren’t using a content calendar
of some sort, you should be. Having a
calendar keeps you on track and allows
you to plan your messaging in advance.
Although thinking of social messaging on
the fly may work for some brands, having
well-planned communications, with no
spelling or grammatical errors, can aid in
building your social media presence.
about the author
Arnie Kuenn is the president of Vertical
Measures, a search, social and content
marketing agency. He is the author of
the award-winning content marketing
book Accelerate! Moving Your Business
Forward Through the Convergence of
Search, Social & Content Marketing.
Follow him on Twitter: @ArnieK.