Social Media Calendars: Creating One the Right Way

Social media calendars are great tools that can help any business stay aligned throughout the entire process, whether with you or an entire team.
But how exactly do you create a social media calendar the right way?

What's New?

What's new in marketing: TikTok launches new Unplugged info sessions, Apple's new iOS 15 update, and news from the head of Instagram.

TikTok Launches New 'Unplugged' Info Sessions to Share Insights Into How Marketers Can Succeed This month, TikTok is running a range of free 'TikTok Unplugged' business info sessions, which will see some of the platform's biggest successes share their secrets and tips on how to grow your brand with TikTok marketing.

What Apple's iOS 15 means for marketers – Apple's upcoming privacy changes, including Hide My Email and Private Relay, will make opt-ins more valuable and may complicate already strained efforts to reach target users on iPhones.

'We're no longer a photo-sharing app,' says head of Instagram – As multiple social media platforms adapt to shifting user habits, Adam Mosseri, head of Instagram, recently announced that the app is pivoting away from being primarily a photo-sharing app.

What's working?

Your social media calendar is just the tip of the iceberg.

By using one, you can help ensure that you're only putting out the best, quality content.

Social Media Calendars - Table of Contents

You'll be able to save timeset deadlines, and keep track of your results.

Calendars are only the beginning of the process; there's much more to be done after the fact.

How to Create a Social Media Calendar The Right Way

There are many ways to create a social media calendar, but we'll be focusing on the way that makes it easier and more efficient for you. Let's dive right in!

What Does Success Look Like?

North Star Metric is the single metric that best captures your company's growth or your specific Social Media effectiveness.

Optimizing your efforts to grow this metric is key to driving sustainable growth across your entire customer base.

Unique metrics for each platform:

  • Spotify's Metric: Time spent listening.
  • Airbnb's Metric: Number of nights booked.
  • Social Media Metric: Consolidated engagement.

Social Media Calendars - North Star Metric

Determine Content Pillars Based on Personas

It is the sweet spot of what your brand cares about and what your audience cares about.

With personas, you can understand the target market based on the customer’s persona.

Focusing on topics and content relevant to your audiences will help you narrow down your ideal target market, making it easier to reach these people.

Determine Content Pillars Based on Personas


Content Blocking

With the content pillars created, you can begin blocking out your content in the form of a social media calendar.

If you have multiple social channels, you’ll want to block out content specific to that platform.

You’re not only going to save time, but it will create a more efficient workflow for your team and avoid confusion.

Social Media Calendar - Content Blocking


Write Content and Customize By Channel

Write your content for each post that you plan on creating.

As long as you have the base, you can then customize it for each social platform.

Twitter has a limited capacity; LinkedIn is focused on business & sales; Instagram is better for aesthetics.

Write Content and Customize By Channel


Production / Graphics & Copy

Now it’s time to create your content!

If you’ve got multiple team members (one focused on content and the other on graphics), you want to make sure you’re on the same page.

Have an online design tool that makes it easier for your content team to update templates.

Write your content for each channel. Add some humour and pizzazz where needed.

Social Media Calendar - Production / Graphics & Copy

“Create content that will reach your audience’s audience.”

Get your Team to Q/A Your Work

Having a Q/A process allows for constructive feedback to eliminate any grammatical, legal, or branding errors. 

This is a phase where your copy and posts are refined before being scheduled. 

Getting a team member to look at the content with a fresh set of eyes and a different perspective always helps.

Get your Team to Q/A Your Work


Start Scheduling & Publishing

Make your life easier with a scheduling platform!

Create and schedule an entire month’s worth of posts onto a scheduling platform, so you have more time to focus on other work.

As posts start to go out, provide community management to help elevate your socials and get your need's reach and engagement.

Start Scheduling & Publishing


Review & Optimize

Strategize to gain more traction. 

  • Using relevant and meaningful comments for TikTok to get more engagement.
  • Using trending audio in Insta reels for better reach.
  • Facebook is saturated but boosted posts do well with organic content.
  • Assess ROI and adjust to the Analytics (e.g., Facebook insights.)

Social Media Calendar - Review & Optimize


Stay Organized With a Social Media Calendar

Social media calendars come with efficiency and organization, which we all can treasure.

Teams rely on calendars to help ensure that everyone is on the same page and that tasks are getting done.

You’ll have the tools to review your posts and keep building stronger eye-catching content.

We hope you enjoyed this read. If you’re looking for more great content, check out some of our other reads below:

5 Types of Campaigns You Can Use To Grow Your Business Today

Facebook Ads and What to Do When They Fail

Social Messaging and 8 Ways to Use It To Grow Your Business

Building your Brand in 2021

New Social Media Platforms You Should Consider In 2021

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