How to set up your social media plan

What format should your content plan be in?

You should create your content plan in a calendar format so that you can always refer back to what you did on each platform and when you did it.

This will also speed up your reporting and analysis process.

Let’s have a look at what might be included in each field:

1. Content-type

As discussed above, content must be varied, with different content types working best on different channels. Use your analysis to understand the frequency of each type on each platform, then set this up as a predetermined structure to follow. This will help you when brainstorming what to include in each post.

2. Sub-topic

This should be aligned with the right audience on the right channels – use your content pillars to inform what should go in here.

3. Social copy

This is the actual copy that will be posted, including #tags, @references etc. The idea is for the copy to be signed off here, then copied and pasted into the relevant platform.

4. Character count

Character count in some platforms is limited, while in others you will find that certain character lengths will be more effective.

5. External link

This is where your social post will link to the blog or web page.

6. Asset file location

Put a direct link through to the document in its location, this will ensure that the person posting has the correct video or image, as well as the right, signed off, version.

6. Notes

Any notes about the post can go in here – for example, if you have intentionally done something different than usual, it is part of a test, or you need to inform someone when it is posted.

7. Implementing your plan

You should decide who within your team is responsible for completing each column; who should do the final check to ensure all the information is correct, and who will be posting or scheduling them. This will help the plan run more smoothly.