You love keeping your organization’s social media channels active and engaging. There’s nothing quite like sending out that tweet or Instagram post that really connects with your audience. (And isn’t it fun to watch the likes, comments and retweets rack up?)

A Social Media Plan: Not as Scary as it Sounds

Social media can’t be done on the fly. Your organization’s social following is built through consistency – and by providing value. To maintain a social media presence, you need a plan.

The good news is planning doesn’t need to be stressful – and you don’t have to create social content from thin air. Use these strategies to fill up your calendar in no time.

Use What You Have to Create a Strong Social Media Calendar

Comb through the archives
Read the content on your site to see what you can turn into social media posts. Skimming through blog posts, newsletters, e-books and case studies can provide plenty of inspiration.

Maybe your e-book contains surprising stats you can tweet out. Or you have a blog post with 5 tips. When you find that treasure trove of content, don’t post it all at once. Share the tips or stats on your social channels one day at a time to create a series.

Pair text with images
While you’re pulling out interesting tidbits from existing content, consider combining the text with compelling visuals. You can find free stock photos on sites like Pexels and Unsplash. If you don’t have a graphic designer available, tools like Canva and PicMonkey make it easy to create share-worthy social posts.

Tweak content for multiple channels
Although it’s not best practice to post the same message on all of your social channels, you can share the same base content. If you’re posting an article on Facebook, post a related poll on Twitter and share an image with a tip or quote from the article on Instagram.

Schedule tweets for multiple times
According to Moz, the average lifespan of a tweet is 18 minutes. So if a person didn’t see your tweet within the first 18 minutes after you posted it, they probably won’t – which means it’s OK to post it again.

Just be sure to tweak the content, so you’re not posting the exact same tweet multiple times. A recent change to the Twitter API prevents users from tweeting duplicate content. Use a scheduling tool like Hootsuite or Buffer to parse out the similar tweets over a few weeks.

Share information from other sites
Beef up your newsfeed by sharing relevant content from reputable sites. If your company is an investment firm, post a recent New York Times article about maximizing your 401(k) contributions. If you work at a children’s hospital, tweet a story from a news outlet about keeping kids safe from summer dangers like pools or tick bites.

To give your audience what they’re looking for, you’ll need to work hard, but work smart: Take a look at the content you already have – and the content you’re planning – to see how it can be repurposed to fill up your social media calendar.

Here are more ways to get results from social media:

How to Use Your Facebook Budget

Building a Content Strategy for Instagram

How Do You Stay on Top of the Social Media Game?

Need more traffic and conversions from your social media channels? Let us help you create content that gets your audience to take action. Contact us today!


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