New Providence, NJ, January 03, 2013 --(PR.com
)-- Many companies have a New Year’s resolutions to post more frequently on Facebook (or Twitter or Google+ or a blog)? There is a tried-and-true technique that editors and writers have been using for decades if not centuries: the editorial calendar. It’s the first thing the Peppertown Marketing staff does when the company is engaged for social media management.
Ever notice how magazine and newspapers have recurring “buckets” of content that appear in every issue? Whether it’s the Cosmo Quiz or Letters to the Editor, there are categories that reappear consistently. And using this technique helps small business owners organize their Facebook / blog / Twitter postings.
Why create an editorial calendar? The most important reason for the small business owner is commitment. Once they have a calendar in place, they have set a date for content and are more likely to get it done. It also helps them get over the “what am I going to write about now?” dilemma.
Tips for creating a social media editorial calendar
Brainstorm over a few days. Don’t worry about buckets or categories for now, just brainstorm. Start with keywords. (Your company does have a list of keywords and phrases, doesn't it?) Jot down things to write about that customers and prospects want to know about.
"Do one brainstorm session, then come back in 24 hours or so and try another session. The brain regenerates overnight – you’ll be surprised how coming in fresh will give you more and more ideas to add to your list," said Peppertown Marketing CEO Delena Roth.
Include some easy-to-do posts. Nominate a customer of the week, book of the week, Question of the day, re-post a quote or find other quick-to-publish items. Not every post has to be a mini-novel.
"You may be able to get a few weeks’ or months’ worth of 'quickie' posts lined up and scheduled in an hour or so, and congratulate yourself on a job done!" said Roth.
Take a cue from holidays and seasons. Back-to-school, Mother’s Day and Christmas are obvious holidays you can tie into. What about something more offbeat? Check Chase’s Events for ideas at http://www.mhprofessional.com/templates/chases/special-months.php.
Don’t overdo it. Be realistic about what can be accomplished. If it’s impossible to commit to three posts a day, maybe just commit to one a day.
Organizing your editorial calendar
Now that lists of potential posts have been brainstormed, see how they might fall into categories. Can a theme for be assigned to certain months? What about having “quickie” posts for Mondays and Fridays? Can product lines or features be divided into bite-size pieces and focus on one per week?
Here’s an example of a simple editorial calendar’s category buckets:
Wednesday: Question about an Industry Topic
Thursday: Product feature focus
Friday: Opinion/Industry News Item
To access a list of great resources for managing your Facebook page, visit the Peppertown Marketing Facebook page at http://facebook.com/peppertownmarketing and click the “Facebook Resources” tab.
About Peppertown Marketing LLC
Peppertown Marketing is an online marketing consultancy based in Berkeley Heights, N.J. The company provides a full range of online marketing services, including social media strategies, search engine marketing, Website design and optimization, and email marketing. CEO Delena Roth, a Berkeley Heights resident since 2000, founded Peppertown Marketing in 2007. Her blog, “On Being Digital,” can be found at delenaroth.com. For more information, visit PeppertownMarketing.com.