As a community manager working with multiple social channels, it is a challenge to try and create engaging dynamic content, share it, and track it. After establishing the branding voice (tone), I consider the content format and theme to determine what social media channel will be most receptive to the post.
Create a content calendar in Excel and organize the tabs for posts, tracking, and reporting. In the post tab, include columns for:
Creating a category column and adding a keyword to the theme will help identify the post content and aid in keeping messages fresh when you need ideas for future posts. At a quick glance you can see over time how many videos, images, events, and other post types were shared. Frequency to the social channels and what was posted will become more visible as well. By organizing the tracking and reporting tabs similarly, you will notice trends in the popularity of post categories, and the results of how it was re-shared, so you can adjust accordingly when generating new content.
Many social media channels accept dynamic content formats. Focusing on what format the content is posted in will help narrow down the audience, frequency, and what channel to share it with.
While maintaining involvement in multiple channels, a content calendar can provide a general guideline for post creation and help to maintain the branding voice. The size of your audience should also be considered when selecting a channel. If your presence on Facebook is larger than Twitter, then the main content stream should be shared with the largest audience first. Keep in mind, posting is a trial and error process and you will learn from experience. It is best to be diligent about tracking, monitoring and reporting on what posts are working the best for your audience to keep them engaged. This will only help you to improve how and what you are sharing over time and in turn grow your social presence.
Do you already have a unique way of organizing your content? Let us know!