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   


  1. Understand your Organization

  2. Learn your KPI’s

  3. Develop your Stars

  4. Think Day by Day

  5. 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
organized and effectively manage content scheduling. Using a calendar and scheduler is a great way to
plan ahead and stay organized. Social listening is another component to keep in mind as content is
planned. It is always beneficial to listen to the opinions of fans and customers to determine what content
will perform the best. Analytics are another important tool to determine which content is performing the
best based on analyzing data. Lastly, industry newsletters are a valuable resource for staying up to datwith the latest trends and learning how to create content that aligns with them.


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