“We’re doing social media now!” A phrase often heard—yet many struggle when it comes to actually getting started. The account is set up, responsibilities are assigned, and the guidelines are written. Social media communication can begin. But what should I post? Where do I get the content from?
Many newcomers face this question. And it is probably one of the biggest challenges for any social media manager: creating engaging, timely, and interesting content, building reach, and generating as much interaction as possible. Not so easy at first glance.
First things first: message before channels! This applies not only to traditional PR but also to social media. To create a framework for key messages, a content plan should be used. It is essential for better planning and a structured workflow. There are now several tools, such as Scompler or Hootsuite, that make the work much easier, enable cross-channel management, and also provide performance analytics.
How do I get my content? Through topic planning! What is posted depends on the objective. Who do I want to reach? What do I want to communicate? Do I want to inform, or do I want to drive direct sales? Accordingly, the content varies significantly, and the message may need to be adapted to the channel. For example, tweets are more condensed (280 characters), Facebook posts more visual, while LinkedIn and Xing posts are more informative...
It is best to work as a team. An editorial team that meets regularly in editorial meetings for topic development. Whether virtual or in person, this has many advantages. Topics are collected, ideas are discussed, and creativity is encouraged at the same time.
Fixed dates and holidays are ideal for getting started with a social media editorial calendar. Company events are known well in advance, as are Christmas, New Year, etc. (the dates usually remain the same). Depending on the target audience, even the most unusual “awareness days” can be used for more colorful posts. Popular examples include “Jogging Pants Day” or “World Cat Day.”
Taking off blinders is allowed and makes it easier to look left and right. What are competitors, exciting brands, or well-presented companies doing? Which hypes and challenges are currently trending? By following news pages, you stay up to date. Interesting posts and articles can be shared—this is allowed and welcomed on social networks. Keyword: #networking. There is also no need to reinvent the wheel every year. “Best-of” posts from the timeline are perfectly fine and can provide real value to the audience. Over time, it becomes easier to identify which posts work well.
For me, the absolute classic in social media planning is the series. Why not present engaging topics in a “snackable” series format? This method is especially useful for presenting larger content such as service portfolios, products, projects, or employee introductions. It is an easy way to plan content weeks in advance.
And finally: for more interaction—and therefore faster reach—posts that involve the community are particularly effective. Polls that require just a single click are usually well received, especially by younger generations.
After the first intensive editorial meetings, it often turns out that topic generation is not the problem. In fact, there are often too few “slots” available to communicate all messages. Two to three posts per week are recommended, always following the principle: quality over quantity.
