How to create an effective editorial calendar of your social media posts

How to create an effective editorial calendar of your social media posts
January 25, 2016 DMG Blogger
Календар на социалните медии

Managing a brand on social media is not just publishing interesting posts, but an essential part of companies’ marketing and commercial strategy. Our practice shows that this channel is underestimated by most of the brands, or when it is being used some serious mistakes are occurring.

Since the investment in maintaining social media is serious, here are some tips on how to optimize your process.

  1. Develop a strategy – for many companies marketing strategy ends with the mention of social media as a channel that is better to use and maintain and schedules of several basic things that should be done. Rarely good budgeting of time and resources that will be needed to maintain the quality of the different communication channels are made.

Some of the smaller companies do not have a clear developed strategy what they want to do on social media and what to expect from there. In order to start planning prepare at least one document page and meet at least the following questions:

What are the goals you pursue – whether reaching a maximum of users in the country (if you offer FMCG) or objectives to be limited to a few professional users (if you are a company of the mechanical engineering market)? Do we expect to sell through social media, or to build the brand’s reputation?

Who are the people I want my brand to talk to – make clear breakdown of target groups – this may be customers (break them into subgroups – for example from Bulgaria and abroad), future employees, fans, etc. Make clear how many are these target groups. Do not worry if you bring them over to 10. The better you know them, the easier it will be able to refine your messages.

Which are the social media my company must have an account – currently there are dozens of thousands of social media. Of course the most popular are few. But it is necessary to carefully select them and think how they would serve the needs of your brand. If you insist on Twitter, because you are descended from the international headquarters for instance, it is better to think about how much it is used in Bulgaria. But if you plan to campaign in Russia is good to get to know the social media that work there.


Some companies make a common mistake not making a difference between personal and corporate profile. This is why you can see on LinkedIn many corporate profiles created on personal accounts. This often creates restrictions for the brand (some social media limited number of friends, or do not allow advertising personal profiles, etc.) and talks bad about the marketing of the company.


– What do I want to accomplish with my target groups – each group from the potential customers has own goals and needs and they will be happy to read something different. The point is not to publish self-serving information, but to think about the goal you want to accomplish, publish information – some companies want to attract future employees easier, other – to introduce themselves in front of the clients and so on.


– Set down the topics you want to comment about – based on the goals you have, write down the topics you wish to develop in a certain period of time (in strategic terms it is best to plan three months ahead). Young people are interested in certain things, older people others, the managers are seeking one type of information, the students another. Make clear what the publications’ style would be.


– How often to publish information – the various social media can have different post frequencies.  It is important to know what type of information your company can provide, how much resource you can spread and how not to become too annoying.


– Is it necessary to boost you posts with ad, why and with how much – these are questions you need to give very good answer. Sometimes 5-10 euros investment could be absolutely enough (for example sponsored post on social media), but in other cases 10 euros could the cost to gain one follower to your page (if we are talking about LinkedIn).


– What would be the needed resources – who will write and publish the posts and their visualizations, how much resource will be needed (physical and financial), who and when will analyze the data, will it be necessary to have 24h maintenance (who is responsible for the sales questions and who for the comments) and so on.


– Go back to the company’s general strategy – after you write down everything it is good to go back at the beginning – to the company’s general strategy and to see again how your strategic plan to manage the social media is reflecting the company’s strategic plan.


  1. Set an executive plan – day by day! This is the most often skipped moment. In order not to do everything in the last minute, to make things happen in the most accurate way it is necessary to write down everything to the last detail. In this case the good old Excel will come in handy again, if you don’t have an ERP system. Your plan is good to have the following elements:


  • Publication date
  • Topic – this way you will know if you overrate certain topic than other;
  • Place to publish – corporate blog, Facebook, LinkedIn, Google Plus, YouTube, Instagram, etc.
  • Title of the publication – note that each social media has a distinct style and so it is best to develop variety of texts
  • Tone of voice for each social media
  • Author of the publication – and deadline to write it
  • Publication approval – who is responsible and what is the deadline
  • Basic keyword and hashtags, which will be used in the publication – this will contribute to you content optimization
  • Service/company’s product that will be promoted
  • Size of the publication – it does matter whether you want to publish information on your website or you will just place a small post on the social media.



  • Develop the publications – out advice is if you don’t have a person to take care just for the company’s content, take couple days (one, two or three) and focus only on that. This way you will shorten the entire time for content management.
  • Publish – most of the social media provide the ability to publish content at real time or schedule it. But if you want you can use and some of the software for automated management. On global level most used and the best as price are Hootsuite and Buffer. There other more expensive solutions like SalesForce, where their basic function is broader.


  1. Reply and follow the comments – invest time in developing an effective system to respond and follow the comments in your social media. Untimely response could lead to serious consequences for your business. Nowadays there are a lot corporate pages on social media, where negative comments have been published and there is no adequate response from the company. You can’t stop the “bad” word towards your company, but at least you can react effectively.
  2. Analyze – inspect how your users are reacting to your publications – how many people they reach, which types of posts are most attractive and so on. If needed make changes in your strategy in order to turn the social media into serious marketing tool and last but not least a sales channel – direct or not.

If you wish to download our documents for social media content management you can do it here or write us on


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