What are the most effective ways to schedule social media posts?

En identifiant précisément ce que vous souhaitez réaliser et en connaissant les caractéristiques de votre audience, vous pouvez élaborer une stratégie de contenu adaptée. Cela implique de choisir les plateformes appropriées, de créer des personas client, d'intégrer des appels à l'action, et d'utiliser l'analytique pour optimiser continuellement vos publications. Une approche méthodique basée sur la compréhension de vos objectifs et de votre audience garantit une planification de contenu efficace et alignée sur les résultats souhaités.

Identify the KPIs (key performance indicators) that you will need to measure to determine if your social media posts and campaigns are successful. KPIs can include reach if your goal is brand awareness or click through rate if your goal is to convert followers into customers or donors.

Not all platforms are the same, so it's essential to match them with your business goals. If you have visually engaging products, Instagram or Pinterest are your social platforms of choice. But, if you're aiming to connect with professionals, LinkedIn takes the spotlight over Facebook. Tools such as Buffer, Hootsuite, Sprout Social, or CoSchedule can help you plan, schedule, watch over, and understand your posts across different platforms Choose your platforms and tools wisely to have a strong digital presence

Choosing the right platforms and tools is crucial for effectively scheduling social media posts. When budget constraints limit the use of comprehensive tools like Hootsuite or Buffer, leveraging native scheduling features offered by platforms like Facebook Creator Studio becomes vital. These built-in tools ensure consistent content delivery without additional cost. They may lack some advanced analytics features, but they provide essential insights that can guide content optimization. It's important to select tools that align with your workflow and marketing objectives, making the most of available resources to maintain an effective digital presence.

Many social media channels now have native post scheduling tools, but they're still not very good for calendar management. It can be hard to get an overall picture of what you're doing and what you have done natively. And it can be hard to shuffle posts around without making a mess of things. So if you're serious about content publishing and utilizing a content calendar, you'll need a tool.

As someone overseeing social media, I instruct my social media managers to create weekly content calendars because trends change fast. It's crucial to stay updated, so we focus on what's relevant each week. By identifying trends and topics, we guide the creation of social media posts that resonate with current discussions, ensuring our content remains timely and engaging.

In addition to this, take note of all holidays and observances relevant to your audience/industry. You can create a standalone calendar for this at the start of every month, quarter, or year. This allows social media and content teams to adequately prepare ahead to benefit from any surge in engagements on those days.

Your marketing team needs to have visibility of all social media content, it is used for drafting, approving and scheduling. A Content Calendar is ideal for this, I would also recommend a Campaign Calendar for 2024. A basic one can be created in Google Sheets, I would recommend a social media scheduling tool for creating content as here you have a 360 view of every channel, can see what content is generating engagements and leads and also set a frequency on posts. I'd would aim to plan a calendar 1 month in advance but focus on it week to week as consumer behaviours change quickly. In your marketing meetings/stand ups, have these visuals open for discussion. You can colour co-ordinate channels or themes.

The algorithm rewards frequency and consistency. Despite the saying, ‘quality over quantity’, it’s arguably the reverse on social media. You can produce the very best content in the world but if you only post a few times a month, you’ll never see sustained success.

Often we hear clients ask about industry or platform standards on when and what to post. And while that can be helpful in starting discussions it is an unfair (and often inaccurate) bar to set. First and foremost, as noted in this article, you need to have a plan. Who is your audience for each channel and what is your goal for them? Then, as is true with golf, the metric to beat is found by looking inwards and tracking what has or hasn't worked for you previously. There are a number of tools out there that will make this information easy and accessible, so that you can pre plan and schedule. My personal ROT is to have at least a month ahead of time ready to go. Beyond that having a SOP in place to post and moderate on the fly is key.

Know your audience and goals: Before diving into tools, understand who you're reaching and what you want to achieve (brand awareness, traffic, etc.). Analyze past posts and audience insights to guide your strategy. Embrace efficiency: Leverage scheduling tools like Hootsuite or Buffer to plan posts across platforms. Batch content creation for a streamlined workflow. Tailor your content: Mix up formats like images, videos, and live streams depending on the platform and audience preferences. Stay relevant with timely content related to holidays, events, or trends. Schedule strategically: Use platform insights and competitor schedules to find your audience's peak engagement times. Post accordingly for maximum impact.

Lo más importante es claramente el conocimiento de la audiencia, no solo a nivel demográfico y de intereses, sino de cómo usa tu servicio o producto. Si logramos ser capaces de relacionar el uso de nuestros productos con el timing en las redes sociales y el tipo de contenido, seguramente tendremos un engagement muy superior a los demás. Realiza encuestas de cómo, dónde y en qué situación se usa el producto o servicio. Te sorprenderán las respuestas y lo que puedes hacer con ellas.