How To Use A Social Media Planner

Studying Time: 16 minutes

Should you’ve by no means used a social media planner, you’re about degree up your social media advertising and marketing. And I’ll be trustworthy, in relation to my private social media profiles, I don’t have a lot of a plan or schedule or strategic method. I submit no matter I really feel like posting, when I’ve the urge or alternative.

In relation to your online business profiles, that’s not an choice.

Companies that wish to make the most of the advantages social media can deliver should have a plan they usually should have a constant method. Which means understanding what you’re going to submit, giving your self sufficient time to create beneficial, focused data, and doing that over and over. It’s merely not potential to try this with out some form of social media planner.

Now, your planner could possibly be a spreadsheet or a Google Doc or a shared calendar. You would possibly use a paid instrument like Asana or Basecamp and even Agorapulse. And whereas these instruments are nice and clearly Agorapulse is ideally suited to scheduling and monitoring your social media exercise, they aren’t designed to plan your social media success. So what’s?

What Is A Social Media Planner?

Firstly, a social media planner must be designed that can assist you assume by means of the important thing questions and issues surrounding your model’s social media exercise. Why are you posting? Who are you making an attempt to succeed in? What will you speak about, and How will you share that data?

Why, who, what and the way.

Social Media Planning – Why

There’s nothing extra vital than figuring out your Why for something, actually social media. That is, in truth, the place most companies fail to create targets and a method to attain them, and due to this fact find yourself losing their time. By contemplating this primary, you’re seemingly already forward of your competitors!

Think about for a second that you simply’re one in every of your goal prospects. You don’t open Fb or Instagram to see posts from manufacturers, no matter how a lot you would possibly like them, so what would possibly curiosity you? What would possibly you see from a model, proper now, that will cease you from scrolling and get you to learn extra or watch a video?

Okay, put your model’s “social media supervisor hat” again on. What’s your Why? What’s your motivation for being on social media and making an attempt to attach with prospects and followers?

For my Running a blog Brute model, I wish to assist folks see the worth in running a blog, in addition to assist them take away the limitations and challenges which might be getting in the best way of them creating beneficial content material. Over at Agorapulse, we exist to assist social media managers world wide do higher for the companies they characterize.

All the things I do… all the things Agorapulse does… all the things you do… ought to replicate that Why. It will gas the Targets that you simply set to your social media advertising and marketing.

Social Media Planning – Who

When you’ve decided your Why, it’s going to show you how to body who it’s that you simply’re speaking to. Whereas Agorapulse has this nailed – they’re speaking to social media managers and social media company house owners – that is an space the place I’ve struggled with The Social Media Hat. That is largely as a result of, from the very begin, this web site was a facet challenge and a ardour challenge for me. A spot the place I might write in regards to the issues that me and see what would possibly occur.

But I’ve discovered from beginning Running a blog Brute that understanding your Who’s vital for longterm success. Over there, I do know that I’m speaking to enterprise house owners who wish to study content material advertising and marketing, in addition to people who’re excited by running a blog as a facet hustle. Two very totally different, but compelling, audiences.

Actually, after I educate Content material Advertising and marketing, I typically speak in regards to the want for focus and the way vital it’s for bloggers and companies to focus on particular key phrases and get as area of interest as potential. However that additionally should embody the Who – the folks you’re truly making an attempt to succeed in – in any other case you’ll miss the mark.

In relation to social media advertising and marketing, that Who turns into much more vital as your audience might decide which platforms it is best to deal with and even the form of content material it’s essential create. As an example, when you’re in B2B gross sales and have to get in entrance of C suite executives, LinkedIn will seemingly be probably the most profitable platform for you with considerate articles written. Whereas, youthful audiences might want video content material on extra stylish platforms like Instagram or TikTok.

One of many efficient techniques you possibly can make use of on social media, when you’ve recognized your audience, is to have Themes to your posts and exercise. Every week or month, you possibly can have a longtime matter that all your posts replicate, serving to to ascertain your authority on the subject and even perhaps construct to an vital announcement or sale.

Social Media Planning – What

So along with your Why and your Who firmly in thoughts, you possibly can start planning the What of your social media which, as I simply prompt, goes to mix a dedication of platform alongside a decide of content material.

What is going to you share, and the place will it go?

You would possibly, as an example, begin with a weekly Fb Dwell that broadcasts to your Web page in addition to YouTube and Periscope. You possibly can then repurpose that video into smaller video snippets for Twitter and Instagram, in addition to quotes all through the approaching weeks. That one hour every week of video can gas a whole month of social media content material.

Or, alternatively, you would possibly resolve that your focus goes to be on constructing group – particularly, a Fb Group – and so you start to find out the sorts of content material you possibly can share there which your rising viewers would recognize.

That is the core of what a useful social media planner will present you. Whereas calendaring content material is vital, you additionally need assistance planning what you would possibly submit, ensuring you’ve monitoring hyperlinks and hashtags and audiences chosen appropriately.

Social Media Planning – How

And that leads us into the How – the ultimate piece to our social media planning.

How typically will you schedule posts? What monitoring issues do it’s essential make? Will you utilize Influencers or Occasions, and the way a lot testing will you utilize?

There are instrument issues, resembling whether or not to submit natively to the platforms of alternative or use a social media administration instrument like Agorapulse. But additionally time and inventive vitality issues, resembling who’s going to deal with all of those posts and any graphics or movies you anticipate needing.

An incredible social media planner will show you how to with all of those questions and issues, and since I wasn’t conscious of 1 that already current, I constructed one for you.

The Social Media Planner for Social Media Success

The Social Media Planner for Social Media Success is designed to be an reasonably priced, very utilitarian method to planning social media that shall be helpful to solopreneurs, small to medium companies, social media managers, and even social media company house owners. The planner is a downloadable, printable PDF that can be utilized over and over, which implies when you’re a contract social media supervisor with a couple of purchasers, you could be at liberty to buy a single Social Media Planner after which print as many copies as it’s essential work along with your purchasers.

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I’ll undergo how every of the Social Media Planner sections work in a second, however for simply $10, you’ll obtain all of those nice worksheets and calendars:

  1. Social Media Targets for the Yr
  2. Social Media To Do Listing
  3. Month-to-month Theme Brainstorming
  4. Publish Brainstorming: Questions / Dialogue
  5. Publish Brainstorming: Inspirational / Aspirational
  6. Publish Brainstorming: Sources / Gross sales
  7. Publish Brainstorming: Movies / Occasions
  8. Hashtag Worksheet
  9. Vacation & Occasion Tracker
  10. 12 Month-to-month Social Media Aim Setting
  11. 12 Month-to-month Calendars
  12. Occasion Connections
  13. Influencer Planning
  14. UTM Hyperlink Builder
  15. Tweet Chat Tracker
  16. A/B Take a look at Log
  17. Change Log

The fantastic thing about this planner is that it’s not designed for a particular calendar 12 months. You should purchase it and begin utilizing it at this time and, technically, simply print extra calendars and different worksheets as you want them. Whereas I like creating my weblog and content material planner afresh annually, with that 12 months’s months and dates and different new options, I made a decision that it is best to be capable to hold utilizing your social media planner for so long as you needed.

How To Use The Social Media Planner

Let’s stroll by means of every of the Social Media Planner sections as there are some useful suggestions and recommendation I would share with you for every.

1. Social Media Targets for the Yr

One of many causes I’ve began together with some type of purpose worksheet in each planner I create is as a result of I’ve come round to the significance of targets. Targets have been by no means one thing I did personally, however having labored for Agorapulse for years, I now see the worth.

Targets assist hold our ideas and actions centered. In addition they create alternatives for us to really obtain success. As a result of when you have no targets, how have you learnt when you’ve been profitable in what you’ve performed?

I additionally added to this worksheet prompts to establish new enhancements to make or techniques to study, as that non-public development can be an vital side of goal-setting.

Social Media Planner Goals for the Year

2. Social Media To Do Listing

To Do lists are extraordinarily vital. Not solely is it useful to have a central place to report and recall the issues it’s essential do, there’s an ideal deal about this planner that entails brainstorming, as you’ll see in a second. Should you’re within the midst of occupied with matter concepts for a sequence of movies, and it abruptly happens to you that it is best to create a playlist of your current movies, don’t cease brainstorming! Simply jot down the word in your To Do Listing and get again to letting your inventive thoughts work its magic.

Utilizing your To Do listing strategically may show you how to prioritize your work and platforms. A reminder to replace your Fb cowl picture might function inspiration to assessment and replace all of your profile cowl photos and graphics.

3. Month-to-month Theme Brainstorming

An space the place you possibly can excel because of having a social media planner is that of getting a constant theme all through all your posts for any given week or month. This explicit sheet evokes you to assume by means of a whole 12 months and decide what themes you would possibly sort out.

Not solely does this offer you content material a constant message all through a month, it additionally provides you a chance to consider and plan your content material method for your entire 12 months.

As an example, you would possibly resolve that you simply wish to speak about your predominant matter in January after which hit among the sub matters within the subsequent months, after which revisit your predominant matter once more in Might. Now you’ve obtained months and months of nice content material and engagement on social media, in addition to a well-informed viewers who is able to purchase from you.

Social Media Planner Monthly Themes

And guess what? Once you resolve on a theme for a month, it could actually truly make brainstorming matters and posts throughout that month simpler. Which leads us to…

4. Publish Brainstorming: Questions / Dialogue

The following 4 worksheets are right here that can assist you take into consideration particular posts and matters you possibly can create in your social channels.

Questions/Discussions is a submit sort that shall be designed to encourage engagement with the submit and your model channel. If an viewers member engages along with your submit, it accomplishes two issues:

  1. They exhibit curiosity within the matter and your model, which helps foster longterm relationships.
  2. Posts with extra engagement achieve further visibility, which sparks extra engagement, and so forth.

It’s undoubtedly a good suggestion to incorporate these sorts of posts commonly.

5. Publish Brainstorming: Inspirational / Aspirational

Inspirational or aspirational sort posts are one other staple for many manufacturers on social media. These are the sorts of posts that may put your viewers within the right, constructive mind-set: dreaming.

Most manufacturers are going to wish to step their viewers by means of a sequence of emotional states by which they’re curious, then , then imagining themselves in no matter place your online business or companies would put them. That’s the purpose at which they’ll decide to spending their cash.

I’d by no means heard of “Duck Donuts” however the title intrigued me. Then I noticed photos of their donut creations on Fb that appeared superb, and skim that they assemble the donuts in entrance of you, which obtained me actually . I imagined these donuts should style scrumptious, and I additionally imagined my youngsters would actually get pleasure from watching the method, so we went in and purchased a dozen.

Duck Donuts
Duck Donuts

6. Publish Brainstorming: Sources / Gross sales

When you’ve gotten your viewers engaged along with your posts, and helped form their pondering into an imaginative state, now they’re primed to concentrate to a submit that brings you worth. A useful resource or a sale sort submit.

Once you publish new content material to your weblog, and wish to drop a hyperlink to your social channels, this may fall beneath that class. You’ve created a brand new useful resource that you simply’re able to share along with your viewers. This additionally applies to previous posts which might be evergreen in nature – nonetheless related to at this time’s audiences.

Likewise, when you’ve a sale or simply wish to promote a selected services or products, now’s the time to do it.

Discover that this submit sort comes after you’ve sparked engagement and tickled inspiration. These posts might all come inside hours of one another on the identical day, or unfold out someday at a time. However this sequence of posts is vital, and one of many strong causes you want planner to map this out. In relation to planning out your social media content material for a selected community, you possibly can draw one submit out of your Dialogue brainstorming worksheet, one from the Inspiration worksheet, and one from the Sources worksheet, and now you’ve obtained social media exercise backed by a method that works.

Couple that with with weekly and month-to-month themes, and also you’re in your technique to attaining actual success.

7. Publish Brainstorming: Movies / Occasions

Lastly, I needed to attract consideration to a particular format of submit – movies and occasions – that’s going to be the simplest and fascinating form of submit you possibly can create. Irrespective of which networks you select to deal with, video content material shall be most popular – notably stay video if potential – in order that must be built-in into your social media advertising and marketing plan.

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What sorts of video are you able to create?

  • Interviews
  • Behind the scenes seems
  • Case research
  • How To’s
  • Demonstrations

These movies will be pre-recorded, stay, and even as a part of occasions. Of the main social platforms presently, Fb, Instagram, Twitter, YouTube and LinkedIn assist stay streaming, and you too can add video to Pinterest.

8. Hashtag Worksheet

Each social community now helps the usage of hashtags to hyperlink your submit to different posts from different folks which might be related in nature and have had the identical hashtag added. Whereas Twitter, Fb, LinkedIn and Pinterest usually solely see a couple of hashtags used, on Instagram you’re inspired to make use of 20 or extra.

So begin with this worksheet and start to establish particular hashtags you would possibly use in your posts for particular networks. You possibly can punch in hashtags on every community to see what comes up, or you should use a instrument to hurry the method. helps Twitter and Instagram, that are the networks most amicable to utilizing hashtags effectively.

On Fb, hashtags are solely helpful on public posts to your public Web page, and to your explicit trade, might find yourself being fully ignored, so check that. Create ten posts over thirty days with hashtags and ten related posts all through the identical timeframe with out hashtags and see when you see a distinction in attain and engagement.

There are presently no instruments accessible for LinkedIn hashtag analysis. As a substitute, LinkedIn has built-in suggestions that floor if you start creating your submit, which aren’t unhealthy. You may also mimic your prime 2 – 3 hashtags chosen for Twitter or Instagram.

In relation to constructing a hashtag technique, notably for Instagram the place it’s essential use so many, Jenn Herman’s hashtag technique is the gold commonplace.

9. Vacation & Occasion Tracker

Native, nationwide and international holidays and occasions might or is probably not related to your model. However chances are high, it’s essential at the very least concentrate on main holidays that may impression your prospects curiosity or availability. And for some manufacturers and industries, sure holidays are pivotal.

Like florists round Valentine’s Day and Mom’s Day, as an apparent instance.

Which suggests it’s vital to take the time to notice down key holidays and occasions arising in order that as you’re planning your social media technique and particular posts, you possibly can pan upfront.

Moreover, you would possibly perform a little digging and discover some enjoyable observance-type dates that could possibly be related and nice for participating social media posts and even campaigns. Nationwide Donut Day maybe?

10. 12 Month-to-month Social Media Aim Setting

Simply as we set targets for your entire 12 months, now it’s time to set targets for every month. Since this planner is designed to offer you at the very least 12 months of planning from the second you purchase it, there are 12 month-to-month purpose setting worksheets which you could print and easily write within the months within the higher proper, beginning with the following full month.

Take into consideration your targets for every month as a subset of what you needed to perform all year long.

In relation to goal-setting, there are arguments to made for setting targets which you could truly obtain, versus setting targets which might be stretch targets which you’re unlikely to attain. I like to recommend making an attempt each approaches to see what works finest for you. Both approach, the targets ought to by no means be straightforward or they received’t encourage and also you received’t really feel any sense of accomplishment if you obtain them.

I’ve interspersed the Social Media Aim Setting worksheets with the Month-to-month Calendars so as to simply see your targets and plans for every month collectively.

11. 12 Month-to-month Calendars

The calendars inside your Social Media Planner are the core of the useful resource. That is the place you pull collectively the entire brainstorming and pondering you’ve been doing and begin to create precise plans.

Social Media Planner Calendar

Similar to the purpose setting worksheets, begin with the following full month and label every of the twelve calendars accordingly.

Subsequent, add the themes you got here up with out of your Month-to-month Theme Brainstorming worksheet. Then, pop within the days of the month beginning with the primary day of that month. So if August begins on a Friday, put “1” within the gray field within the higher left of the top-most Friday and proceed to quantity the remainder of the times in type.

Now you possibly can start to map out particular posts for every day, and even word a theme for that week if it is sensible to take action. All it’s essential write is a pair phrases to remind you what you needed to submit about, like, “Donut Day, video.” Or you possibly can even use a naming system that numbers, abbreviates and tags posts. FB-03-vid as an example.

I’ve listed the main social networks together with traces for entries for every day, in addition to a clean house for an non-compulsory fifth community. Although in fact you possibly can select to make use of the Instagram slot for Pinterest or a second Twitter profile – nevertheless you’d wish to handle these placements.

If there’s something particular you wish to check or word about that specific month, there’s an area under to write down that in.

On the backside are traces to put the entire hashtags you wish to be sure to use that month, in addition to your UTM monitoring hyperlink parameters. Extra on UTMs in a second.

12. Occasion Connections

Whether or not you’re attending occasions on-line or off, there are positive to be audio system, organizers and different attendees that you simply meet and join with and, hopefully, might wish to be sure to create alternatives sooner or later to deepen that relationship.

Occasions are an exquisite technique to meet new folks as a result of just by attending the identical occasion, you have already got a transparent shared curiosity and a shared historical past, if just for the house of that occasion. That’s one thing that may be constructed on over time and may result in friendships, collaborative work, and naturally prospects and gross sales.

Don’t underestimate the significance of occasion connections and the way vital it’s to make word of them.

13. Influencer Planning

Once you’re able to take your social media planner to the following degree, begin working in your influencer advertising and marketing technique. Influencers are extremely efficient methods to succeed in new audiences that suit your concentrating on – your Who – in very authoritative methods.

Think about this. If I let you know that I’m an professional at running a blog and that I might help you craft a content material advertising and marketing technique that can serve your online business effectively for years, you could be inclined to imagine me nevertheless it wouldn’t essentially be impactful. Nevertheless, if another person you’ve been following on social media for years posts to Fb how a lot they’ve discovered from me and the way appreciative they’re for my steering in relation to their content material, that’s a testimonial. It’s weighted much more in our thoughts as a result of it comes from another person, somebody we might already know, like and belief.

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Because of this, for over a century, manufacturers have been turning to well-known celebrities to get them to endorse their model or merchandise. The benefit you’ve as a enterprise proprietor is which you could join with and leverage influencers on social media much more affordably, and successfully, than how large manufacturers tapped celebrities.

Influencer Planning

Use this worksheet to make word of key influencers that you simply establish and speak to.

14. UTM Hyperlink Builder

Once you share a hyperlink to a social community like Fb, Twitter, Pinterest or LinkedIn, and somebody clicks on that hyperlink, you will note that community as a “referral” in your Google Analytics. That tells you that your web site and that linked content material acquired a lot visitors, and you’ll even inform how lengthy these guests stayed and what they did subsequent.

What you can not inform is which posts drove that visitors, or even when it was your posts. If I share a hyperlink to one in every of my weblog posts to Twitter a few instances in a month, and also you share a hyperlink to that very same weblog submit to Twitter a few instances your self, all Google Analytics will inform me is the full quantity of people that clicked any of these hyperlinks on to go to that piece of content material.

Until, in fact, you utilize a monitoring hyperlink.

There are a selection of the way and instruments you should use to generate monitoring hyperlinks however the technique I’m recommending right here is to make use of UTM Parameters which is a sequence of tags you possibly can add to any hyperlink you share. When the hyperlink is clicked, Google Analytics will robotically see and parse the visitors in line with the parameters.

As an example, if that weblog submit I’d shared to Twitter earlier had used a UTM marketing campaign tag of MikeAllton, I’d be capable to differentiate between the visitors I despatched and any referrals different folks might need generated.

Since you should use no matter you need for marketing campaign, supply and medium parameters, you may get extraordinarily detailed in your hyperlink monitoring – notably helpful when you’ve vital campaigns and actually wish to know whether or not particular posts have been profitable.

With the UTM Hyperlink Builder worksheet inside your social media planner, you possibly can write down a marketing campaign, medium and supply for any given hyperlink you wish to share and construct that hyperlink utilizing the hyperlink URL template and instance on the backside.

15. Tweet Chat Tracker

Have you ever ever participated in a tweet chat? It’s superb.

At a predetermined time, an organizer will start a tweet chat and everybody who participates will observe and tweet utilizing the identical hashtag, like, #AgencyChat. Most tweet chats observe an ordinary format the place a set variety of questions are posed and anybody can be at liberty to tweet their reply or opinion, all the time together with the tweet chat hashtag so everybody following alongside can simply see.

Not solely are these periods enjoyable and frenetic, they’re an ideal occasion round which to community and construct model authority.

And the nice half is, you don’t must run your personal tweet chat, although that’s an choice. For now, what you’ll wish to do is head to Twitter and begin trying to find tweet chats that pertain to your online business and trade – conversations you’re more likely to discover of us excited by your personal model and content material.

Each established tweet chat could have an everyday date and time that they begin, a hashtag they use, and somebody who units the small print every week. Not all of these down inside the Tweet Chat tracker in your social media planner so as to participate in a couple of and see if there are any you wish to commonly attend and schedule.

16. A/B Take a look at Log

One of many first questions most companies wish to know after they begin social media advertising and marketing is what the very best time to submit is. So that they flip to Google, and discover every kind of articles and data graphs stating that such and such a time is finest time to publish.

And naturally they’re all unsuitable.

One of the best time so that you can publish is totally different than mine. And it’ll seemingly be totally different relying on which social community you’re speaking about and what you hope to perform. Your “finest time” on Twitter could also be totally different than your “finest time” on Fb, and that, in flip, might change over time and even with what you’re posting about.

Which suggests this, like many different questions you could have or techniques you wish to make use of, requires a check.

In advertising and marketing, we discuss with this as an A/B or Cut up check. The straightforward model of the thought is that you’ve a query, you ponder whether it’s higher to submit utilizing A or B, so that you submit with each and see which submit performs the very best.

That’s precisely what you’ve within the A/B Take a look at Log of your social media planner, a slot to report a date, your two variants, and the outcomes you noticed.

Now, as a result of in relation to social media posting it’s not potential to get rid of all variables, it’s seemingly that you simply’ll wish to run a check for 4 weeks, utilizing an honest variety of posts all through that point so as to examine an combination of outcomes for every variant. It doesn’t must be scientifically irrefutable – what issues is that you simply routinely check concepts and report the outcomes so as to proceed to iterate and enhance your social media advertising and marketing.

17. Change Log

Lastly, I all the time embody a Change Log in my planners as a result of it’s extraordinarily vital to report any change we make use of. In any other case, the hectic tempo of enterprise and, you realize, actual life, impede our means to all the things that occurred weeks prior and why we’re now seeing one thing new and totally different occur.

Whereas we will normally attribute massive constructive modifications to particular actions, it’s more durable to attract conclusions from declines in success and even delicate enhancements. If, as an example, you start to see extra visitors coming from Fb, might or not it’s maybe that you simply change the decision to motion button in your Web page? Or perhaps it’s since you created a brand new cowl picture, or modified how typically you’re posting?

Should you use the social media planner Change Log to trace any of the modifications and enhancements and changes you make, dedication of those questions shall be far simpler.

Get Began With Your Social Media Planner

Whilst you might scratch by with a sequence of Google Docs, or spend money on an costly planning app, I feel you’ll recognize the simplicity and affordability of the downloadable Social Media Planner.

Wish to save time along with your social media exercise and but get much more outcomes? Use the #1 rated social media administration instrument, Agorapulse, and as a buddy of Mike Allton, you’re eligible to obtain your first two months free after trial! Go to to study extra and get began.

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