

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
(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
(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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