How to set up a process for social media production. And what to include in an editorial calendar

1. Building online communities for growth
Subject: Social Media Editorial Calendar
MARS 2012

2. Long term it’s the quality of the content that will have the most effect.
CONTENT IS KING
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3. What?
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4. Your mix - Editorial categories
• General news – What’s happening in your industry. Deep insight.
• Product news – What’s new, why is it useful, to whom?
• Partner news – New deals, events, customer testimonials
• Event news – What’s happening, who’s there, where is it, why attend?
• Personal news – On a new position…(inside news). The profile of the week
• Fun news – Life after work
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5. What’s so special about you?
• Add what’s special for you, your team and your
company.
– Unique knowledge and/or personalities
• The audience will ask:
– Who are you and why should I listen?
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6. When?
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7. Recurring topics, new angles
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8. Who?
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9. Social media production - Roles
• Community manager or Page owner. This is the person
who’s responsible for the content (but not necessary the
producer)
– Editorial mix
– Viral tactics
– Tone of voice
– Stickiness in message
– Coaching the content providers
• Content providers. These are the committed people with
interesting knowledge and/or personality
• Project sponsor. This is where you anchor i.e. high profile
interviews or new investments. Tracks progress against
project targets.
MARS 2012