However, there are many types of social media sites out there, with new platforms and formats popping up on the regular. Some of them are pretty niche, while others have the potential to become the next Instagram or TikTok.
How your business can use them: New social audio platforms (like Clubhouse) and formats (like Twitter Spaces) have thrived during COVID-19 lockdowns while people have been at home with more time to join live conversations.
How your business can use them: Business social media platforms offer many potential uses: recruiting and hiring talent, building B2B relationships, and connecting with professionals in your niche.
But LinkedIn is not the only business-forward social media site out there. Twitter offers businesses the chance to find relevant conversations, and add to them in meaningful ways. A great example of this is Adweek, which hosts a weekly chat for digital marketers called #AdweekChat.
Inspirational social media platforms like Pinterest and YouTube are well-optimized for search, which means your posts should include keywords, hashtags, and images that align with what your audience usually searches for.
Easily manage all your social media profiles using Hootsuite. From a single dashboard, you can schedule and publish posts, engage your followers, monitor relevant conversations, measure results, manage your ads, and much more.
Laura Wong is a Canadian social media strategist based in Amsterdam. She is the founder of SchoolofSocial.io, an online platform that helps anyone land their dream social media job. Besides social media, Laura is passionate about travel, photography, entrepreneurship, and finding the best bubble tea in every city she visits.
Most of us have and it's a stressful position to be in. Creating content in the moment it needs to be published is less than ideal for more reasons than you may realize. Not only is your content less likely to meet the needs of your audience, but you'll also miss out on the creative social topics and events that can be planned for in advance.
A social media calendar is a planning document that organizes your publishing schedule by date. This enables you to keep track of deadlines, better manage your content creation team, and create transparency with stakeholders who rely on your publishing schedule.
As you scale, make sure you track post analytics to see how your content is performing. While there's no magic number for when or how often you should post on social media, keeping an eye on performance will help you and your team determine what content engages your audience the most.
URLs and UTM parameters are similar, but they're not one and the same. URLs are the links you'll want to share from your website (or even another website if you are curating content) on your social media platforms.
On the other hand, a UTM parameter is an extension of your URL. It's a string of tracking code that's appended to the end of the URL and it helps social media marketers track how well their posts are driving traffic to their website. By tracking and analyzing UTM parameters, you'll be able to see what content is meeting your conversion goals and what content is better for engagement on social media platforms.
Transparency and context are invaluable when it comes to social media content calendars. Giving a brief synopsis of the message or even sharing the caption for a post can go a long way in helping others within and outside your team understand what the intent of the post will be.
Pro tip: If you're adding a video to your social media content calendar that isn't finished, consider adding a short Loom video that gives an overview of what the video will be about.
When it comes to tracking, it's too late to start when the campaign is over. Start tracking your social media campaigns in your content calendar. You can make this prescriptive by having a dropdown list of predetermined campaign names, or if your campaigns are few and far between, simply copy and paste the names next to the corresponding content.
Your social media content calendar will become just another spreadsheet without some imagery. Since much of your social media content will probably be visual, add a thumbnail-sized version of the image that will be included in the published post. Coupled with the message, stakeholders who view the calendar images will have a pretty good idea of what will be shared and when.
The first step you want to take to build your social media content calendar is to identify your goals. These will determine how often you post, who should be involved in the content creation process, and which channels you'll want to use.
One thing we know to be true today is that video content is taking over just about every major social platform. That means you'll want to have on-camera talent dedicated to producing video content to meet the needs of your social media calendar.
Diversity, equity, inclusion, and belonging are topics to consider when developing your social calendar. You'll want to make sure your content reflects and respects the values and experiences of your audience. Moreover, the faces, voices, and stories you share on social networks should be representative of your audience and the larger community where your business operates.
If you're a seasoned marketer or have a large team, you may find that using all of the popular channels and even experimenting with a new one could be beneficial to the goals you set in step one. However, if you're a team of one, or your team is already stretched thin, it's OK to start with a few social channels and work your way up to more.
Similar to starting small and working your way to more social channels, the same applies to your publishing cadence. It's not uncommon for brands to post daily on platforms like Twitter while posting once a week on LinkedIn may be more than enough to keep that audience engaged.
For stakeholders who want to stay abreast of how well your social media content is, create a tab that shows clicks, views, engagements, and other metrics you plan to track to deem your content a success. Tracking analytics can be as simple or detailed as your team prefers.
The calendar has everything you need to plan your social media content, coordinate campaigns, grow reach and engagement, scale posting schedule, and boost productivity. Download it now, and follow along with the steps below.
The tab Monthly Planning Calendar provides an overall snapshot of your monthly social media campaigns. It'll help you coordinate with other stakeholders and keep all the moving parts in order. Here's what it looks like:
Alright, now let's get to the social media content part of the calendar. For the sake of this blog post, we'll use Twitter as an example, but these steps will work for each social channel tab in the template.
After you've composed your tweet, paste the URL you'd like to include in your tweet in the Link column. Be sure to include UTM parameters so you'll know whether these tweets are driving traffic, leads, and customers. This is an important step to remember if you'd like to demonstrate ROI from social media. You can also use the Campaign column to add an associated campaign which helps with more detailed tracking and reporting.
Whether you use this spreadsheet to plan your content or upload it to a third-party app, you'll still need to supplement these updates with on-the-fly content. Breaking news hits? Whip up a quick update to share it with your network. Did someone in your network tweet something interesting? Give it a retweet with some commentary. Got a fascinating comment on one of your updates? Respond with a "thank you" for their interaction.
Coming up with and scheduling your social media content in advance is a huge time-saver, but it should go without saying that you still need to monitor and add to your social presence throughout the day.
Finally, we encourage you to experiment with your social media publishing. This template provides publishing dates and times for each social network, but you may find those are way too many updates for you to fill, or perhaps too infrequent for your booming social presence. If this is the case, you should adjust your social media publishing frequency as needed.
Instagram launched video capabilities in 2013 and quickly saw enough success to start advertising on the platform in 2015. Since then, video only continues to grow as an engaging social format. So needless to say, Instagram videos are absolutely worth the investment.
Since 2015, Instagram crafted its videos formats to allow three different styles: landscape, square and vertical. The predominantly-mobile social network is perfect to share videos of any size organically to reach your audience.
Fortunately for social content creators looking to easily generate a lot of content for Instagram, most of the video specs for Instagram Reels are fairly similar to other formats on the platform, with the main differences being the short length and the ease of editing in-app to add effects and sound.
Known as the second-largest search engine behind Google, YouTube is an essential network for video content. For marketers, YouTube is a great space to promote, educate and share video content around your brand.
Standard YouTube videos are pretty straightforward, but there are a few video ad formats to learn if you want to advertise on the network. According to data from Google, Brands advertising on YouTube often receive a 20% increase in traffic.
Friendly Social Browser is an all-in-one social media application that works on iPhone, iPad, and Android devices. It enables you to access all your social media profiles like Facebook, Instagram, Twitter, and Reddit, etc. and has built-in features to download images and videos to watch later.
Fastsave is a photo and video downloader for Facebook, Instagram, Twitter, and other social media platforms and works for both iOS and Android. It supports multiple languages, works even the macOS, and has all the features you need to save and repost social media content. 2b1af7f3a8