So you have been asked to write content for a client’s Facebook page and you are not sure where to start? First, take a deep breath and next, pull out a calendar…
Keeping track of your evolving and eventually final content in an editorial calendar format (aka: “ed cals”) will help you stay organized and thus, more inspired! Here is the definition of an ed cal: they are essentially the blueprints to a brand’s social voice over a specific period of time. They help establish a methodological, creative engagement approach to content and can reveal long-view opportunities that best spark community interactions, responses and conversations.
Additionally, ed cals serve as a useful consolidation tool for multiple content work streams (advertising, PR, events, etc.) and reveal opportunities to smartly leverage brand assets across social channels. Perhaps most importantly, they also serve as a tangible step-check for brand legal teams (often nervous about branded social interaction) and the opportunity to efficiently review outbound content and messaging well in advance.
Best Practices to keep in mind are:
- Editorial calendar content is what gets brands noticed in social
- The majority of people interact with brands primarily via their news feeds
- Strong calls to action work. Tell your fans what you want them to do
- Test and learn based on how the community reacts to various post and alter your approach accordingly
- Publish a variety of content types. Be engaging and post a mix of things
- Develop content well in advance to ensure all involved parties are given an opportunity to contribute and discuss
Arielle Williams is a social media strategist for Razorfish. When she’s not busy evolving digital ecosystems and social media strategies, you can find her at @ariellewilliams updating the occasional tweet about food, fashion, travel or Beyoncé being fierce.