Telling stories with purpose.
July 2020 Social Media Calendar
Overview:
One Hope United uses Facebook, Twitter, LinkedIn, and Instagram to reach their audiences. The documents in this section are planning materials developed in July 2020, when I was responsible for our planning, copy writing, and graphic creation.
Page Contents (click to navigate):
Communications tracker
Process:
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Review the overall content themes of the month
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Determine what stories will be told over the month
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Determine what other communications need to go out throughout the month
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Distribute the stories throughout the month and ensure there's no competing audiences
What's the purpose?
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Allows for a temporal representation of the month's content
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Can help signal any deficiencies in content
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Can help identify any channels or audiences being communicated with too often
Window not loading correctly?
Click the icon below to download the communications tracker found in the window to the left.
(Above) One Hope United July 2020 communications tracker. Navigate the window as you would a word document to view.
The social media calendar
Process:
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Using the communications tracker as a guide, each social post is mapped out for the month
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Each post is assigned specific social media accounts depending on the audience it faces
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Graphic needs are assessed and created before the beginning of the month
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All posts are entered into Hootsuite
Purpose:
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This document serves as the central spot for the month's social content
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All graphic needs, links, notes, and expert voices to engage are centralized for easy access
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The content within this calendar is entered into Hootsuite at once for ease of planning
Window not loading correctly?
Click the icon below to download the July 2020 social media calendar found in the window to the left.
(Above) One Hope United July 2020 social media calendar. Navigate the window as you would a word document to view.
Tracking success
How do we quantify success on social?
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Tracking metrics in the marketing tracker
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Reach
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Engagement
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Shares
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Followers
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Types of posts with most engagement
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Meaningful interactions (conversions) on website from social sources
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Google Analytic tracking and monthly analysis
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Applications to LCW
Connections to LCW:
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Working to establish organization as a thought leader in their space
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Selling a service (early learning)
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Multiple social channels utilized
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Educational content meets people where they are on their personal journey
Room to grow:
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Establish a consistent content schedule
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Produce more LCW content that drives audiences back to the website
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Lean on partners/client connections to connect online and leverage other audiences
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Look for creative acquisition campaigns on Facebook and LinkedIn
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Integrate social into other opportunities like events when appropriate
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Identify the most meaningful ways to tie social to ROI
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Differentiate your strategy across social channels
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Develop new content based in these goals:
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Create brand awareness
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Educate audiences
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Build credibility and trust
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Differentiated Strategy:
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Facebook
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Purpose: employee centered content, B2B ads, nonpromotional content
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Twitter
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Purpose: spot trends, share trends, interact with stakeholders, clients, and influencers
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LinkedIn
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Purpose: thought leadership, employee engagement, partner/client connections
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