With the constant flow of new content, news and ideas, it’s easy to get caught up in the day-to-day of managing multiple social media accounts. Some brands like Wendy’s and Merriam-Webster are known for their quick wit and ability to jump on the latest trending topics.
Live tweets for major events or reactive posts related to significant news are engaging for your audience and interesting to create as a social team. But you don’t want to lose sight of the bigger picture, which means planning out and sticking to a well thought out social media calendar centered on the content you know your audience wants to see.
A social media calendar will save you time and allow you to track and test different strategies to see what resonates most with your audience. As a social media manager, planning out a social calendar months in advance and scheduling posts ahead of time will save you from scouring trending topics and news stories every day looking for ideas. It will also build greater consistency in terms of your brand voice and style than posting in a reactive or unplanned way.
This article will break down the basics of how to organize your content in a social media calendar so you always know what to post. Additionally, we’ll give you some strategies on ways to manage your schedule internally and how to promote collaboration across teams and departments.
Deciding what to post
If you’re new to social media marketing, one of the biggest roadblocks to creating a social media calendar is knowing what to post. It might seem overwhelming to come up with enough ideas to fill an entire calendar, months ahead of time. But having a long-term social media plan will help you set realistic goals and make the process of creating a content calendar more manageable.
There are a few strategies that ensure you never run out of things to talk about on social media. Don’t rely on exciting things happening within your community or company to dictate what you post and when. There will be slow times and it’s important to have a plan to stay active on social media throughout those times.
To get this process rolling, conduct a social media audit of things you’ve posted in the past that received high engagement from your audience. To do this, you’ll need to pull together all of your unique social media analytics from sources such as Twitter or Facebook Insights. If you’re using Sprout Social, you can find metrics across multiple social networks in one place in Sprout’s Report Builder.
more granular estimates of Google AdWords advertiser ad bids
more emphasis on commercial oriented keywords
With the new columns of [ad spend] and [traffic value] here is how we estimate those.
paid search ad spend: search ad clicks * CPC
organic search traffic value: ad impressions * 0.5 * (100% - ad CTR) * CPC
The first of those two is rather self explanatory. The second is a bit more complex. It starts with the assumption that about half of all searches do not get any clicks, then it subtracts the paid clicks from the total remaining pool of clicks & multiplies that by the cost per click.
The new data also has some drawbacks:
Rather than listing search counts specifically it lists relative ranges like low, very high, etc.
Since it tends to tilt more toward keywords with ad impressions, it may not have coverage for some longer tail informational keywords.
For any keyword where there is insufficient coverage we re-query the old keyword database for data & merge it across. You will know if data came from the new database if the first column says something like low or high & the data came from the older database if there are specific search counts in the first column
For a limited time we are still allowing access to both keyword tools, though we anticipate removing access to the old keyword tool in the future once we have collected plenty of feedback on the new keyword tool. Please feel free to leave your feedback in the below comments.
One of the cool features of the new keyword tools worth highlighting further is the difference between estimated bid prices & estimated click prices. In the following screenshot you can see how Amazon is estimated as having a much higher bid price than actual click price, largely because due to low keyword relevancy entities other than the official brand being arbitraged by Google require much higher bids to appear on competing popular trademark terms.
Historically, this difference between bid price & click price was a big source of noise on lists of the most valuable keywords.
Recently some advertisers have started complaining about the "Google shakedown" from how many brand-driven searches are simply leaving the .com part off of a web address in Chrome & then being forced to pay Google for their own pre-existing brand equity.
When Google puts 4 paid ads ahead of the first organic result for your own brand name, you’re forced to pay up if you want to be found. It’s a shakedown. It’s ransom. But at least we can have fun with it. Search for Basecamp and you may see this attached ad. pic.twitter.com/c0oYaBuahL