Complete research. Gather survey data and review past social media initiatives and analytics to determine what actions increase followership and engagements and which do not. In our study, 75% of respondents take this step.
Review brand standards. When asked, “How often does your organization consult a brand standards guide when creating social media posts?” 54% of our respondents said monthly and 41% said quarterly. Both are a good cadence for refreshing the mind on the organization’s brand pillars when planning social posts. It is entirely appropriate to integrate brand messaging into posts in the Awareness area of the Conversion Process in the Content Path, ensuring that it truly differentiates your organization.
Create the social media calendar. Most our survey respondents said they develop a new calendar either quarterly or monthly. We recommend quarterly development for organizations posting about four times weekly and monthly development for those posting up to seven times weekly. Here is a template for a quarterly social media calendar. When posts are calendared based upon business objective (Awareness, Consideration, Decision or Monitor) and brand positioning, differentiators and value proposition, all pillars of the organization can be addressed in regular posting. Social media calendaring is a great action on which multiple team members can collaborate. In fact, 66% of your peers said they ideate and align as a team on the overall social media marketing strategy.