Plan and evaluate to manage your brand’s online community
Whether your working in team or individually, effectively managing a brand’s social media activities requires a certain amount of planning and evaluation. From posting relevant content on Facebook to crafting interesting blog posts, if you take the time to clearly map out a social media strategy, you’ll see the benefits in time management, staying on course with key messages and providing useful information your industry wants.
To keep your social media strategy clear and in check, follow these tips:
- Create a social media calendar. Map out your social media efforts by month, marking when you will post on Facebook, Twitter, Pinterest, LinkedIn and other social networks. Using your brand’s key messages, assign topics for each day so that you have relevant content to share efficiently. Also, if you have multiple people managing a brand’s social media activities, color code each tool by the manager assigned to post it. Last, balance your range of content topics by labeling each post in your calendar. For example, many of our clients are in the architecture and design industry and if we have a tweet scheduled about sustainability, we’ll label it “S – #BeautifullyUpcycled.” If you’re balancing a range of key messages, this will come in handy to make sure you’re not focusing on one more than another.
- Define responsibilities. If you’re part of a team of online community managers, be sure that team member responsibilities are clearly outlined. Know who is contributing to what social media tool, and if multiple people are posting on one platform, who is responsible for what type of topics. You can divide responsibilities by type of content, social media platform or even time of day.
- Evaluate your engagement. Take note of what types of content are resonating and engaging with your online community – what they “Like,” “Share” or “Retweet” with their followers. Also, make sure to consistently evaluate your social media content calendar against your actual posts to make sure that you’re on track with brand messaging.
- Apply your results. A social media content calendar is a living document that should change according to your engagement results. If you’ve noticed that a particular topic is popular on social media, be sure to include the topic in your social media content calendar. On the same note, if a post didn’t resonate with your online community, the topic might not be worth having on your calendar. Essentially, look at how you succeeded with your social media efforts on a weekly and monthly basis, and apply what you have learned to future content calendars.