- Of course publishing content isn’t the only thing we’re doing online these days. We’re also establishing and maintaining relationships with our ever growing list of friends and fans. Maintaining these relationships can take up the bulk of our time on social media, but that doesn’t mean that content creation and delivery should take a back seat. Having an editorial calendar in place will free up time and energy to focus on relationships in the moment.
One of the key benefits for having an editorial calendar, is that it helps organize messaging so that it reflects the core of the organization more fully
example: advertising campaign/ fundraising campaign? New program launch… when you’re sick of your messaging, other people are just beginning to hear it
Most of us are still flying by the seat of our pants
Most of us are still flying by the seat of our pants
Most of us are still flying by the seatof our pants
- Another benefit is simply making a commitment to post. If you’re struggling to get posts up, writing down your plan and what
Annual organizational goalsSocial media guideWhat’s happening at your organization this year that you’ll want to reinforce over social media?
- you’ll want to do this for any of the themes or events that are coming up for your organization. Ex. If there’s a month that’s related to your cause, if there’s a new program, an annual report release, something else that’s newsworthy
Be realisticDon’t just decide you’ll post 3x more often b/c you’ve created a calendarDon’t have to post as much as everyone else.
If you’re focused on your mission, you will do the things that support that mission and let go of the things that don’t. Even when they’re what you’ve done for 50 yearsAnnual Report
Basecamp, SmartsheetIf you have multiple people responsibleFully integrated with calendar functions and assigning responsibilitiesThat said, it’s way more than most of us need
Third annual conferenceJoin non-profits from across Canada and social media experts for the premier social media and online fundraising learning opportunity of the year.After 2 sold-out years, MyCharityConnects is back and better than ever for 2011. Join us for thought-provoking keynotes, practical how-to workshops and plenty of chances to learn from other non-profits about what works online… and what doesn’t.
Updated list - http://mycharityconnects.org/webinars/
Editorial Calendar Essentials: Organize and Plan Your Online Communications
Editorial Calendar Essentials: Organize and PlanYour Online Communications May 23, 2012
What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities.For Charities A cost-effective means of raising funds online.For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities. CanadaHelps is giving made simple. MyCharityConnects is a initiative of CanadaHelps.
Planning • 2012 is the year of planning our social media more effectively
Old Days• Editorial calendars were used for large publishers
We’re All Content Publishers• We’re all publishing on multiple platforms• Being effective on each takes organization & planning
Maintaining relationshipsonline can be chaotic.
Messaging Must be Tied to Mission• If messaging doesn’t reinforce your organization’s mission, it’s not serving your organization
Reinforce Messaging Across Platforms• Build trust and recognition with reinforcing messaging across platforms
Benefits of Using an Editorial Calendar• Align social media messaging more deliberately to the goals of your organization
Stay Organized• So many updates are required, keeping an editorial calendar helps you stay organized and on top of posting
Easier Measurement • Tracking posts in one place allows trends to be followed and popular material to be repeated
Better Quality• Less scrambling for content means more quality posts and better relationship building
Manage Growth & Turnover• Keeping an editorial calendar will help if more people are tasked with social media• If the social media/communications lead leaves the organization, there is a record of past and future posts
Think Big • Look to your mission and strategic plan before planning out messaging
3 Month Planning• 3 months is a manageable time to plan your communications• Record goals, themes, other organizational activities
Plan Execution on Each Platform • Annual fundraising run? – YouTube: promo video of event – Facebook: profile previous runners/fundraisers – Twitter: fundraising tips, direct people to other online content – Email: email campaign to previous fundraisers
Map Out Timeline• Most organizations will be fine with a monthly plan• If you post very frequently, consider a weekly plan
Essential Elements of Your Editorial Calendar• Topic • Post date• Theme/program • Status• Tool/platform • Published URL• Owner• Deadline
Optional Elements of Your Editorial Calendar• Audience• Review process – Submit date – Reviewer – Review by date• Ideas for new content• Which content is adapted to other platforms• Day of week• Time of day
Include Measures? • You might want to include some measures next to specific posts: – Popularity – Conversations – Shares
3 Month Planning Works• Don’t do an in-depth plan for a longer or shorter period of time• For most organizations, three months is the “sweet spot” for planning
Build Measurement/Learning Into Schedule • Learning loops (Source: Networked Nonprofit) • 3-months is a good learning loop timeframe for many organizations • Reviewing metrics by post can reveal: – Which topics resonate, which don’t – What types of content is popular – Which tools are most successful
Stay Flexible• Don’t ignore opportunities because they aren’t part of the plan• Make sure you’re still listening and engaging
Consider Regular Features• If you have trouble developing content ideas, consider having regular features that are repeated weekly, bi-weekly, or monthly
Keep It Simple!• Keep your calendar as simple as possible• Strive for useful and simple rather than overly complex & confusing
MyCharityConnects Conference 2012 JUNE 12 – 13 | Allstream Centre, Toronto Collaborate to build a stronger sector. Innovate to solve complex problems. Celebrate our work and the difference we’re making.• Join non-profits from across Canada and social media experts for the premier social media and online fundraising learning opportunity of the year.• Registration is open! Early bird ends on April 30th! www.mycharityconnects.org/conference
Upcoming Webinars www.mycharityconnects.org• June 27 - Elements of a Great YouTube Video