Social media calendar is archaic.
Social media calendar for your client is an old school idea of carrying out social media marketing. Most of the agencies and freelancers are still following that. It’s good to have a plan set, but in the era where change is the only thing constant, we need to relook and replan our priorities. It is then where these social media calendar are redundant and don’t provide any value to your brand.
Your audience don’t care if you post a blog on a Saturday, or market your product on a Monday or throw yourself back on a Thursday or feel like posting early on a Friday. If you want to catch eyes, then make sure you are in the right platform to grab those eyes first. Your target audience is fleeting elsewhere from Facebook and its time you accept that.
Agile is the new smart.
We can safely say that agile is the new way of thinking where approach is immensely focused on flexibility. Agile also makes it easy for multivariate testing or A/B testing while developing a plan and iterating the things that is working. While in traditional marketing, where the marketing department team up and announce “We are going to run a campaign for two months”; agile starts out with a small strategy with measurement. We can know more about it in this interesting video:
How do we go about phasing the social media calendar? Here are some of the tips to start with.
Make a goal and ensure everybody is on the same page:
Your mission and your goal doesn’t need to be changed while you are framing your plan. Its good to have a brand manual in place for consistency in marketing template, font or brand symbol etc.
First, listen to your audience:
Spray and pray doesn’t work anymore. A great way to start is to research where your audience is. In today’s world, when you can actually see your visitor’s behavior in your webpage, we have hashtags in Facebook, Twitter and Instagram to research. List down the probable keywords that you audience might be talking about and search them over those social networks. Let’s say you are a company who sells perfumes. You can try a broad search keyword like “Fragrance” or a long tail keyword like “buy fragrance online” or “perfumes for sale online”. The keywords can be listed and searched. For an example I have taken a broad keyword “fragrance”; and kept the location as “Bangalore”. Here is the result that I got:
This is just an example, you can try and search for yourself.
A good way to research could also be Quora and LinkedIn. People are discussing in forums and make sure you are not missing out on them.
Make sure to keep an account of all the findings and use them for your marketing.
Identify the micro influencers and reach them:
Micro influencers relevant to your industry can do wonders for your brand. Finding the right influencer can be a bit of a task. Use primary research elements and find your influencers out. Check for the right type of engagement in each of their post and the type of products they review. Some influencers also buy “Likes” to exaggerate in their profile which is something to be aware of. A quick way to hash out the fake ones from real is to see the kind of engagement their post is gaining. If there is 12k likes for an Instagram profile and just 1 comment – then somethings not right. Talk about the target audiences your influencers are target to make sure your audience doesn’t get diluted.
Here is a rant by an Austrailian beauty YouTuber Chloe Morello, on fraud influencers. It is pretty insightful and an eye opener.
Have a plan for crisis communication:
We have talked about brand detractors in our previous post on Swiggy. But offering something in return to the frustrated or complainers might just be THEIR way of eliminating brand detractors. Same way, find out all the possible ways where your customers can arrive to complain or post something negative about you. Have a defense ready for your disposal – provided the complaints are not fake.
Here is another great video by Tara Hunt of Truly social where she tell us that social is human, imperfect and spontaneous:
So, marketers and content creators – Are we really listening?
What do you think?
There you go, with your instant way to eliminate the tool for posting for the month.
Do you agree? Disagree? Then let me know in comments!
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