The Strategic Advantage of Social Media Planning
The Strategic Advantage of Social Media Planning
After reviewing the video ‘Social Media Planning'by Adalyn Biedenbach, I was able to determine how digital marketers plan their content. Adalyn is the
Director of Digital Media for the NHL’s Florida Panthers. The overview of this video is to learn about social
media scheduling and planning, as well as what a content plan looks like for a company.
How to put Together a Content Plan
Understand your Organization
Learn your KPI’s
Develop your Stars
Think Day by Day
Be Willing to Change
One of the first steps in creating a content plan is understanding your organization, which is a step that needs to be continuously evaluated when posting content. Specifically for a sports team, it is important to know all of the facts within the organization such as schedule, roster changes, and any other news that is relevant to the organization and their fans. This also includes knowing the goals of the organization and the goals within other departments. Meeting with other departments regularly will establish a further understanding of the organization and what upcoming changes and events are important to share over social media.
Next, learning the key performance indicators (KPIs) is another important step in content planning. In most
organizations, the KPIs include direct sales, brand exposure, and customer service. Along with identifying
KPIs it is crucial to be able to track and measure the outcome of these methods, as it can determine what
content works best with your audience.
When developing content, it is important to create “stars” or your go-to content. When creating “star”
content, it is crucial to use a unique feature about the organization and capitalize on that component.
These content pieces will be the regular recurring content that will be featured on a social media schedule
by the digital marketing team. For example, during a sports season, a majority of the social media
coverage revolves around game days. In the offseason, the focus on the content changes, as it is nolonger driven by a set schedule of games. Off season coverage often includes community events, question
and answers with players or coaches, and contests or giveaways.
After you understand the organization, KPIs, and the star content, you then can think day by day about
social media content. This includes understanding the different trends in the industry, what time of day is
best to post content, and ultimately being prepared to edit or create change to content.
Lastly, it is important to be willing to change and adapt to the new trends in the industry. This can be done
by using analytics and reporting techniques to re-evaluate the timing and strategy of social media posts.
Because trends are always changing, it is crucial to be flexible and adaptable in the digital media
environment and to keep an open mind when creating content.
Social Media Planning Tools
Analytics
Calendar
Industry Newsletter
Scheduler
Social Listening
After creating a content plan and organizing it by day and month, it's helpful to use various tools to stay
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