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Managing Social Media Guided by an Editorial Calendar

Managing Social Media Guided by an Editorial Calendar

People spend an increasing amount of time communicating and seeking information online and through social media. A 2019 Pew Research Center study reports 28% of American adults to are online “almost constantly.” For Americans ages 18-29, that number increases to 48%. 

So if your organization isn’t engaging on those platforms — offering accurate messages— people will get (potentially inaccurate) information about you from someone else. 

Keeping up with online communication can be daunting. It takes time and effort to create content, post it, and respond to comments. So, how can you be a thought-leader and provide content on topics that are being researched and discussed without monopolizing all of your time? An editorial calendar is a helpful tool for efficiently managing social media. 

    • Plan ahead. You use a regular calendar to plan out your everyday tasks and activities: doctor appointments, work trips, family reunions, etc. Why not plan out the content for your social media channels? By having a visual representation of your upcoming content, you can see what still needs to be created, what has already been posted, and how different content overlaps. As the saying goes, it is better to be proactive rather than reactive. Be proactive about your posts! 
    • Multiple sources of content. When planning content, overlapping events, departments competing for attention, and various subbrands compete for space. Organizing your content in an editorial calendar allows you to see the time frames and overlaps. By having a visual representation, you can see the big picture while keeping the content separate and easily accessible. 
    • Prioritize. Whether you’re running a school, business, hospital, or a household, specific tasks get priority. Using an editorial calendar displays your content from multiple departments, events, and campaigns in one location, which allows you to decide on priorities for the time. You also can make sure your content is distributed evenly amongst your priorities. This capability is useful across any industry: education, health services, business, and more. 
    • Customizable and adjustable. All the planning in the world doesn’t mean unexpected challenges won’t arise. However, when those issues happen, you can more efficiently adjust your content if you clearly see what lies ahead. An editorial calendar is a central place for your content from multiple platforms to live and wait for you to use or edit. If an adjustment is needed due to an unexpected challenge, having easy access to content will help save time and effort when getting the correct message out to your audiences. 

Despite how daunting social media management might seem, it can be done efficiently with the right tools. Using an editorial calendar will simplify your content planning and allow you to have spare time. With that time, you can focus your energy on being present and engaged in online conversations with your stakeholders. What’re you waiting for? Get planning!

Published on: November 15, 2019