How to Create a Compelling Social Media Conversation Calendar



Many businesses and public relations practitioners take social media conversation calendars for granted. But they miss an opportunity they have to offer. If you deal with social media in your professional life, then social media conversation calendar is a topic you will want to explore.


A social media conversation calendar seems straightforward but what does it mean and how does it work? First, it is a great tool that helps you create and develop a social media strategy for your business. Second, it allows you to publish and update posts regularly. It might happen that you have many news to talk about but you publish them erratically.  The calendar helps you ensure that a conversation with your clients keeps going even when you are short on time and means. An interesting article on the importance of social media conversation calendars published on the Hootsuite blog gives an insight why you should use this tool.


So how does a social media conversation calendar work and what should you know?


1. Define Your Objectives


You cannot and should not start a social media conversation calendar without a clear social media content strategy. Know your goals and whom you are reaching to. Who are your main clients? Why are they important for you? Does your company operate in the tourism industry? Then reach out to passionate travelers, travel bloggers, business leaders, or professionals from the academia taking part in conferences around the globe.


2. Develop Your Own Voice, Tone and Style


Have you ever noticed that some brands post inconsistently, from a different perspective or voice? Opinions of such company are low, resulting in lost clients. Learn the accepted language terms – voice (who says what), tone (how they say it) and style. For example, if you manage social media channels of a bank, you will use a more conservative voice and tone. If you a traveling (fashion, literature) blogger, you will want to adopt a friendly and impersonal voice and tone, and use a conversational writing style. Remember to be consistent when publishing the posts and replying to the customers’ or followers’ comments and questions.



3. Create Your Conversation Calendar


A conversation calendar should include two or three planned posts a week for the month. Bear in mind that it is essential to change topics and posts depending on the current news and happenings in your business. Despite changing your mind on what to post and when, a conversation calendar is a perfect base for your social media engagement. It ensures that posts appear on your social media channels regularly. Once you have found out who your target audience is and created a content strategy, decide what you are going to write about. You can find ideas for your articles everywhere – current news and trends in your industry, other blogs for inspiration, new products or services you are about to offer, or giveaways. To keep it short - do your research.


4. Own Your Social Media Content


Set up the account owner who will manage different social media accounts. Consider who is in charge of a) developing, writing and posting, and b) monitoring and responding to comments in real time.


5. Measure and Adjust


You will want to know whether your social media content is successful. When measuring social media effectiveness, look at the number of fans or followers, the number of “likes” or “shares”, or an increased traffic to your website. Tools such as Hootsuite (monitor most of your social channels in one place) and Facebook Insights (shows engagement rates) help you measure the success of your social media content strategy.


As a final word, planning, managing and following up on social media is a part of a business’s comprehensive communication efforts that need research, analysis, writing and coordination. If you want to achieve the set business objectives, use a social media conversation calendar that is an efficient tool for you and your clients. Keeping a continuous conversation with your clients is a key to your successful business.