It’s pretty obvious that we talk a lot about the great planning and organizational tool that a social media content calendar can be, whether it’s for just your social media, or your broader marketing efforts. You know, everything from timesaver to organizer to glue that holds your communications together. But, as it turns out, there are actually a few things that a content calendar isn’t. That’s right. It has limitations. (Insert an audible gasp here!)
Now, this isn’t to say you chuck the content calendar out the window. It’s more of a reality check, and precursor to any frustration you may feel should these two items happen to your social media content calendar
2 things your content calendar won’t do
Be Foolproof
Now, many businesses determine how “set in stone” their content calendar is, and I find that it usually varies based on the size of the business and the complexity of the messages, in addition to the quantity. However, no matter how set the plan is, there are a few things that do justify adjusting your content calendar:
- Reality: Sometimes the best laid plans, even with thought given their ability to be reasonably executed, need to change. Life happens, and ambitious, or even basic, social media plans might not be on the top of the priority list. (Yes, I said it!) If your kiddo is sick while your spouse is out of town, writing social media posts likely isn’t at the top of the list. Bonus tip: We’re all humans behind our business, so achieving the posts that are feasible (hey, that’s sometimes the beauty of no one outside of your business knowing what was *actually* planned to post), or being honest about what happened (social media followers are human after all, too, and relate real life scenarios–I’ve even seen those turn into some of the most successful posts!).
- Business plans: This happens in businesses of all sizes, and is bound to happen to most of us! Say, for example, there’s an upcoming holiday handmade marketplace. If you were registered to participate and had been planning to heavily promote your kids’ reindeer headbands, but in a happy twist of things, you sold out online before the event, that could change your messaging from the posts and photos you had originally planned.
- World events: We live in a changing world, both with positive and negative world events that could impact your social media content calendar. For example, upbeat messages may require edits or pauses altogether if a catastrophic world, national or local event happens. On a happier note, something like a major sporting team win could mean adding that relevant angle into a post (especially if you’re a sports-related business, or bakery with a sports themed cupcake, for example).
Solution: If there is a sudden change in social media plans, I typically follow these three steps. First, handle the urgent items first and foremost. Second, ensure all pre-scheduled messages are paused. Finally, see which predetermined items can be edited or repurposed for another day so that the original plans aren’t entirely scrapped.
Be the Only Step in Your Social Media Process
That’s right–you can make those awesome plans in your calendar, but, guess what? You still need to execute them! A social media content calendar won’t be the end of the road for you. Now, I know that can be frustrating and overwhelming that it’s a multi-step process. How you can think of your social media content calendar: as a foundation, roadmap or recipe. Think of it like having ingredients for your favorite cookies; they still need to be mixed together and baked. A social media post process is the same way. A perfect content calendar will not magically make an elaborate Instagram photo shoot happen, just like it won’t make social media post captions appear, or reply to comments. It’s the starting point of a multi-step process.
But, just remember that a well-planned social media post calendar can be SO beneficial. (Here are a few of my top reasons why.)
Ready to start your own content calendar and social media post creation process (or tidy yours up)?
Join me in my Facebook Group as we work through my step-by-step process!
