4 Simple Steps for Creating a Social Editorial Calendar

One of the best ways to save your limited time on social is to create a social media editorial calendar for efficient scheduling and posting of your social content.

There’s no possible way that you can spend every waking moment managing your brand’s social media presence—at least not without suffering from some serious social media burnout. Even if by some miracle you could stay at the computer all day every day, why would you want to?

There are so many different tools and strategies out there that can save you precious time on social that you can use to take care of other important things, like sleep.

One of the best ways to save your limited time on social is to create a social media editorial calendar for efficient scheduling and posting of your social content.

Our graphic below helps summarize the process, but we get into deeper details in the rest of the post.

PattersonHowToCreateASocialEditorialCalendar

Why do you need a social media editorial calendar?

We all know that content is king, and that effectively curating content will put you miles ahead of your competitors, but why else should you spend your time putting this process in place? Here are a few key reasons to take advantage of a social editorial calendar.

To save time: Your time on social media is limited and only 20 percent of that time should be spent creating and curating content.

PattersonHowToAllocateYourTimeOnSocialMedia

That doesn’t give you too much time to source and schedule all of the content you need to entertain your followers. But if you take the time to sit down and focus on filling your calendar all at once, it can be much more efficient than if you were to create posts on the fly. In the immortal words of Ron Swanson, “Never half-ass two things, whole-ass one thing.”

To test best posting times: Usually, when creating social media posts on the fly, there isn’t a ton of thought that goes into choosing when the best time to post it is. Social media content is typically posted as soon as it’s created. However, in planning in advance, you can test posting your content at various times of the day and night to see which time windows yield the highest levels of engagement.

For increased accountability: Social media blunders are permanent, and accidentally posting the wrong message online can lead to a lot of trouble for you and your brand. Planning your content weeks—or even months—in advance gives you an increased window for finding potentially damaging social media mistakes.

Those are three solid reasons to justify spending just a little bit of time setting up your own social editorial calendar. If you think that it’s worth it, just follow these four steps to get started.

Figure out which networks to post to

This is one of the first questions brands ask themselves when it comes to social media marketing. Which social networks should you spend the time and resources establishing a presence on? With so many social media sites out there these days, it almost makes you jealous of the early adopters whose choices were limited to Facebook, Twitter or both.

There’s no universal answer when it comes to deciding which social networks brands should be on. However, there is some research you can conduct to find which networks you could thrive on.

Look to past success: One way to find out which social networks you should spend time on is to look at which networks you’ve already been finding success on. It’s likely that you have a general idea of which sites are effective for your brand, but it can be much more effective to use an analytics tool.

Try using a website analytics tool like Google Analytics to see which networks currently drive qualified traffic to your site.