In our last article (here’s a link, in case you need a quick refresher: 4 Pillars of Social Media Management), we covered the four pillars of social media management which provide a complete road map to creating and maintaining an online presence. Now that you have a basic understanding of social media management, we want to help you understand the finer points of the four pillars, one at a time. 

We’ll begin this week by tackling the first pillar, content management. Whenever you post, tweet, comment, or blog, you are creating content. However, in order for it to achieve the results you want, you have to be organized in the way you distribute it. Here are four areas of focus you can use to make sure your content management system is head and shoulders above the rest.

#1: Buckets

As you know, variety is the spice of life and the same holds true for social media. You can’t post the same content over and over and expect to retain your followers’ attention. It’s best to come up with a few topics that you’d like to discuss on an ongoing basis and ensure that all your posts relate back to at least one of them. Think of these topics like buckets which contain all of the posts you’ve written. It’s a handy way to make sure that your page never bores your audience.

Tip: Don’t try to have too many buckets or none of your messages will land. Try to keep the number of buckets between three – five.

#2: Appearance

When it comes to grabbing people’s attention on social media, the appearance of your post is just as important as the content it contains. Don’t worry, you don’t have to be a graphic designer to ensure your posts have the look you need to get results. For appearance sake, make sure you always follow these rules:

  • Type something short (140 characters or less is best)
  • Link to your website at the end of what you type
  • Upload a picture

Tip: Posts which feature an uploaded photo perform up to 10 times better than those without a photo.

#3: Scheduling

If a tree falls in the forest and there’s no one around to hear it, did it really make a sound? The same principle holds true when it comes to scheduling your social media posts. You want to make sure you publish your content when there is a high volume of traffic on that social media platform. It’s also a good idea to schedule content from certain buckets on certain days so you can make sure your content never gets stale.

Tip: For most organizations, their followers are most active on social media weekday afternoons between 1 pm and 3 pm.

#4: Sourcing

What if you’re having trouble coming up with content? We get it, it happens. Whether it’s because there isn’t enough extra hours in the day or you’re just not the creative type, there are easy ways to find content you can share with your followers. For example, you can share articles and images from other websites that deal with the topic you’d like to discuss. Content that you create yourself will always perform the best, but if it’s not feasible to do so, sourcing content will work just fine.

Tip: Be sure to tag the source that created the content in the post. Not only is it good web etiquette, it may also open the lines of communication between your organization and theirs.

Content management is a lot less complicated than you thought, right? Over time, taking an organized and consistent approach to messaging will do wonders for your social media presence. This is a tried and true strategy many big companies use to connect with followers online called “inbound marketing” and now you know it too!

Action Steps:

Try to plan one week’s worth of content for your Facebook page:

  • Pick three topics you’d like to discuss
  • Use those topics as inspiration to create five posts
  • Decide which posts should be made on certain days and at certain times.

One Response to How to Plan Your Content the Right Way
  1. […] Whenever you post, tweet, comment, or blog, you are creating content. What you post, along with how often, says a lot about you and your organization to the people who visit your page. It should be filled with useful information that they actually want to consume, and it should be posted on a regular schedule. Want a little more information about the finer points of content management? Just click this link to our article How to Plan Your Content the Right Way. […]


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