Feeding the hungry beast

Monday Marketing Minute

The media realise that the need for news is insatiable - you need new 'news' every day on TV, radio and in print. This now applies to businesses on social media, who also need to be constantly communicating. The best approach (we believe) is to work out who you want to talk to, what you want to say to them and then write your messages. Next you put a schedule together.

A typical schedule might be...

  • one article/blog post per month

  • one email update per month

  • 4-7 Facebook posts per week

  • 4-7 Instagram posts per week

All of this is much easier if you plan it in advance. Firstly decide what the broad 'types' of messages should be. We might create a number of message types, for example...

  • Product mentions (sales messages are fine, as long as that's not all you're sharing)

  • Client (or other allied organisation) mentions

  • Team member intros

  • References to your blog posts/articles (current and previous)

  • Events (past and future)

  • 'Quirky facts' about your field of specialisation

  • Advice

  • Opinion

Once you've worked out what these message types are, you can then set about creating these messages, to cover a set period, for example a month. By and large the same message can be shared across two or more platforms, although the actual message itself may need to be slightly varied to suit each one.

The next stage is finding images (or short videos) to go with each social media post (this applies to blog posts/articles as well). This is where having your own bank of images is very useful, and if you don't have one, it's a good idea to start building one!

It's also OK to use 'stock' type images, although use of these should be sparing and of course you must check that you can actually use any images you find - you cannot just use any images that pop up online - a good source for royalty free images (that you can use without payment or attribution) is Pexels. You can also use online tools like Canva to create your own graphics quickly and easily.

Once you have created the messages and found the best images to go with them, an online scheduling tool, like Buffer, Hootsuite or Later (more Instagram focused) will let you program these messages in weeks, or months in advance.

Once you have your publishing schedule sorted out, you can always add in new posts on the fly if something crops up , but at least you know you have a steady stream of information scheduled in advance.

All of this of course is only half the battle, the other is engaging with people on your social media channels... and we can talk about that another time!