#SMX #22B @Karianne

12 TIPS FOR A THRIVING SOCIAL

MEDIA EDITORIAL CALENDAR

#SMX #22B

KARIANNE STINSONMEDIABRANDS PUBLISHING

#SMX #22B @Karianne

KARIANNE STINSONDIRECTOR

MEDIABRANDS PUBLISHING

@Karianne

#SMX #22B @Karianne

Plan for Your Success

Plan all your social media marketing efforts, not just your blog posts.

#SMX #22B @Karianne

1. Know Your Social Media Marketing Strategy

Your business goals should always be the driving force behind your social

media strategy.

Drive awareness of brand

by engaging in

conversations and

leveraging existing and

new partnerships for social

sharing.

# of Social Channel fans, #

of new fans, # of RTs and

shares, # of mentions in

tweets, # of mentions by

core partnersCommunity Growth

By August 1, 2013

30,000 Likes

By August 1, 2013

41,000 Followers

Connect social content

and channels to amplify

campaign, digital, and in

school activities.

Referral traffic to .com, #

of email sign-ups via

social, # of link clicks Referral TrafficBy August 1, 2013

25,000 referrals

Engage to build a healthy,

supportive dialogue with

youths

# of wall posts, # of

likes/@replies, # of

comments, active

participants, # of DMs on

FB/TW

Engagement Rate

Maintain an

average of 12%

Maintain an

average of 3%

KPI TargetsGrowth KPIsSample MetricsSocial Goal

#SMX #22B @Karianne

2. Set Goals and Metrics

Goals should be identified and metrics set within the editorial calendar.

Channel Time Goal Copy Image Metric

Mon 9/30/2013

Facebook 9:00 AM Drive

Awareness

Facebook's earnings call sent the

markets (and advertisers spinning as

stock prices climbed, then fell. Beyond

the financials, what are the numbers

that caught our attention? Well, let us

show you.

<link to FB

earnings

infographic>

# of likes and

comments

G+ 10:30 AM Engage

Community

Facebook's earning call was packed

full of numbers. Here are some we

found interesting. What stood out most

to you?

<link to FB

earnings

infographic>

# of comments

Twitter 7:00 AM Drive

Awareness

1.19B Monthly Active Users, #Mobile

stats (+more) in our #FBEarnings

Infographic.

<link to FB

earnings

infographic>

# of views of

infographic

Twitter 6:00 PM Engage

Community

Do you prefer videos or photos from

your favorite brands? - Top 10 Most-

Shared Brands on Instagram Video

<Link to AdWeek

article>

# of replies or

retweets

Instagram 4:00 PM Engage

Community

It's a RUFF day at the office! <Cute dog pic> # of likes and

comments

#SMX #22B @Karianne

3. Know Your Audience

Be clear about the audience you want to reach for each channel and make

sure the content is created with the audience in mind.

#SMX #22B @Karianne

4. Visualize Your Calendar

Use a whiteboard for your editorial calendar so you have a visual reminder

and you can make adjustments easily.

#SMX #22B @Karianne

5. Work Collaboratively as a Team

Bring in other departments and stakeholders into the planning process.

People are more likely to support what they help create.

#SMX #22B @Karianne

6. Know What Content Your Target Audience Likes

Create content that resonates best with the specific audience on each social

channel.

#SMX #22B @Karianne

7. Know What Time Works Best

Shareablee Social Loyalty Platform - Retail Category

Target the best time and day for your audience and each individual social

media channel.

#SMX #22B @Karianne

7. Know What Time Works Best

Get stats about when your Twitter followers are online and active

http://www.tweriod.com/

#SMX #22B @Karianne

8. Plan for Special Days and Events

Plan ahead for holidays, industry events or popular culture events.

#SMX #22B @Karianne

9. Assign Content to Specific People

Make sure each person knows what they are expected to deliver and the due

date.

#SMX #22B @Karianne

10. Review the News Daily

Social media marketers should pay attention to current events and what is

trending on social channels.

#SMX #22B @Karianne

11. Your Editorial Calendar is a Living Document

Your editorial calendar will change, so use a platform that allows for easy

adjustments by various team members.

#SMX #22B @Karianne

12. Measure Success, Rinse and Repeat

If a piece of content didn’t meet your goals, try to figure out why and how you

can improve the content in the future.

Best time

to post

Measure

post

success

against

metrics

What type of

content

received the

most

engagement

#SMX #22B @Karianne

Putting it All Together

Know Your

Strategy

Set Goals

and

Metrics

Know Your

Audience

Visualize

Your

Calendar

Work

Collaboratively

Know

What

Content

Works

Know What

Time Works

Plan for

Special

Days and

Events

Assign

Tasks and

Deadlines

Review the

News

It’s a

Living

Document

Measure

Success

#SMX #22B @Karianne

www.kariannestinson.com

karianne.stinson@mbww.com

@Karianne

Thank You!