How to build your social media content calendar

How often should you post content to your social media channels, and what should that content look like? It all depends on your goals and target audience—and how much you want to spend.

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This article originally ran in 2019 and is part of our annual countdown of the most-viewed stories from PR Daily.

PR pros agree that social media is vital to their work.

Your social media channels are a crucial part of your content distribution strategy and an important way to stay connected to your consumer base. These tools have their own letter (S) in the PESO model—designating paid, earned, shared and owned media—which many PR pros have adopted amid tectonic shifts in the media landscape.

However, industry insiders will tell you that it isn’t enough to blurt your thoughts onto your Facebook page and wait for consumers to click. With changing algorithms and the shrinking organic reach found across all platforms, your strategy has to be targeted and specific, or you won’t see results.

Even if you do get results, you have to validate them to your bosses and clients, or you risk losing budget dollars.

So, how do you keep it all straight?

It starts with a social media editorial calendar. This calendar should track your organization’s goals for its online channels and help you schedule daily posts to ensure the optimal content mix.

First things first

Before you start frittering away your hours crafting witty jokes to share on Twitter, you have to identify your social media goals.

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