Calendar, Content and Conversation

In How To, Social Media by Dawn Iraci Comments

Make an editorial calendar to connect with your brand’s audience effectively. Mark down annual, monthly and weekly events. Include special events such as holidays, promotions, anniversaries, conferences or social causes your brand is supporting. Always leave room for breaking news.

Peg Fitzpatrick and Guy Kawasaki, co-authors of The Art of Social Media, a must-read for all social media managers, suggest using Google Docs to create the calendar. It allows teams access to the calendar from many devices and allows them to collaborate in real time, reducing the likelihood of changes getting lost. Tools like Buffer allow you create posts as inspiration strikes, schedule them for proper posting dates and edit them as needed. Use measurement tools such as Google Analytics to discover when your audience is most engaged. Social media is 24 hours a day, so schedule overnight posts when appropriate. This is a great time to repeat posts that are especially important.

Your posts should be purposeful, inspiring and newsworthy. The best posts build trust and establish relationships. Your content should reflect the interests of your audience. It might include a blog, press releases, how-to guides, info-graphics, presentations and photographs. In the following video, Fitzpatrick says, “It’s the year of video.” Attach short, riveting videos to as many posts as possible. You can find meaningful content through your own company’s SM timelines or that of influencers, brand evangelists, industry blogs, trending topics, top news stories and alerts.

University of Florida professor and Social PR Secrets author, Lisa Buyer advises, “Write like a journalist, not a marketer.” Excellent advice since social media experts like Kawasaki agree that a brand’s social media should focus on bringing value to its audience. Start your posts with the most newsworthy information. Follow with important details, then include background information as space permits. Avoid slang and keep all writing professional.

“Don’t overthink it,” says Fitzpatrick. “When things get over-thought (in social media) it takes the fun out of it. Sometimes I just create something on-the-fly…those were probably some of the most popular things I’ve done.” The most effective posts are authentic and positive. Respond to people’s comments with reposts and shares, maintaining your social media conversations. This requires listening to your audience and that’s the key to your brand’s success.

About the Author

Dawn Iraci


Dawn Iraci is a senior in telecommunications at the University of Florida. She blogs and curates content about digital and social media for the College of Journalism Distance Education Program.