December 2016

Facebook Changes Keep Coming

By |December 2nd, 2016|Social Media|

Even MORE Facebook Changes!

We have discussed several of the changes that Facebook has made as it migrated from the Edgerank Algorithm to the Newsfeed Algorithm. Did you miss it? Catch up here. As with all new software releases, the original was only a starting place, and the updates have continued. Here’s what you need to know to keep your page in the Newsfeed of your target audience.

Live Video

Did you know that users spend three times longer watching a live video on Facebook than they do on a previously recorded and uploaded one? With that statistic in mind, Facebook now prioritizes Live Video in User’s feeds. So, it’s time to take a live tour of your bakery, meet some of your employees or start caroling through your hallways as you try to reach more of your audience!

Facebook ContentAre you “Interesting”?

While monitoring the changes to the Newsfeed that came with increased Dwell Time, Facebook has found a way to discern what you are actually Interested in. Or at least, what they think Users are interested in! Here are the criteria for judging if a post is Interesting to the User:

  • User’s Interest in the post’s creator, as judged by previous Engagement
  • The post’s performance among other users
  • Past content performance of the creator
  • Type of post the user prefers
  • How recently the post was created

So what exactly does that mean? Very simply put:

  • Does the user like the creator?
  • Do other people like the post?
  • Do other people like the creator?
  • Does the user like this kind of post (ie photo vs video)?
  • How bad is the Time Decay?

As a creator, much of this information is available to you in your Insights. You can start to discover what type of content to post and how frequently, in order to make your posts more interesting to Facebook and therefore appear in your audience’s feeds.

Core Values

Facebook has also determined a set of Core Values based on User polls. Based on these Core Values, posts are now presented in a different order. First, any user will see posts from their friends and family. Then posts that “inform” the user, followed by posts that “entertain” the user. Finally, posts that have “authentic communication” will be chosen for display. Both informative posts and entertainment posts are user subjective as well. Where one user may find a link to an article about current events informative, another user may prefer recipes and crafting directions. Entertainment refers to the latest celebrity gossip or a silly cat montage. The trick here is to find content for both of these values based on your target audience.

Once again, the main thrust of these adjustments is QUALITY CONTENT. With the crackdown on Click-Baiting and the ban on fake news sites advertising, Facebook is making one thing very clear. Legitimate businesses that offer products and services of value to the audience are welcome to the party, but anyone attempting to trick or defraud them will be banned. Choose quality content and you shall be rewarded.

October 2016

Facebook: Algorithm changed…again.

By |October 4th, 2016|Uncategorized|

The last few months have been busy for the Facebook team as they changed the oft-maligned Edgerank algorithm into the new Newsfeed algorithm and then tweaked it several times after that.

Just to bring everyone up to speed, Facebook Newsfeed algorithm (and previously the Edgerank algorithm) ranks all of the posts available to each user and places those it deems most relevant to the user at the top and buries those it deems less important or ‘spammy’ at the very bottom.  And by bottom, we mean, somewhere that you will never get to see them.  So understanding, as much as Facebook allows, how this algorithm works makes all the difference in your overall reach.  Many businesses struggle to reach even 10% of their fan base!  So what’s new lately?

Tweaking Engagement

Analysts at Facebook have discovered that there are many posts out there that may not receive a large number of likes, comments or shares (aka Engagement) because they are either sad or serious.  These posts are actually of great interest to the users, but it’s still hard to like a post about someone losing a family pet or breaking a bone.  As a result, Facebook has started measuring the amount of time a user spends on any given post, regardless of actually engaging.  Posts that have a longer dwell time will receive a boost in the News Feed.

Clickbait penaltiesConversely, Facebook has started to target “Like-baiting” and “Click-Baiting”.  Posts that explicitly ask the user to like, comment or share are being penalized as are posts that use teaser headlines to get the user to click.  Clicks with a high bounce rate are also being suppressed.  Facebook reports that it had received many complaints about posts of both types clogging up their News Feed and drowning out the content they truly wanted to see.  They outline how they use real people to filter some of these stories in this post.

Another change is the “Trending Stories” feature.  Facebook now tracks trending topics and will put stories by people and pages you are connected with towards the top of the feed so users can know what their friends or favorite pages are saying about the stories of the day. Additionally, if the user posts about a trending topic, they are more likely to see stories on that particular topic so they can better connect with their friends over that story.

Along these same lines, the new algorithm also measures when engagement occurs.  If a post has a large velocity of engagement at the time of posting and drops off over time, the algorithm will understand that this post was time relevant, and will decrease distribution with time.  The old ‘time-decay’ element rears its ugly head and the post is eventually dropped.  But, all is not lost…

With Edgerank, the time elapsed between the story posting and the user logging on would decrease the probability of the story being seen by the user.  This was called Time-Decay.  Simply put the older the post the less likely it would show up in your News Feed.  That element has been mostly removed, with Engagement taking center stage.  As a result, the Story Bump was born.  Stories that may be days, weeks or even years old may appear in your News Feed because it has suddenly garnered new Engagement!

Facebook Newsfeed Algorithm

So now what?

Pages have to find a way to post relevant content (yes, it’s content AGAIN!) that will garner either good engagement via clicks or dwell time, or post based on a trending topic.  But, it’s important to be careful about trying to game the algorithm.  While a post about the latest gruesome news event by the local baker may pop up in your News Feed it’s not likely to be what your target audience wants to see.  And that will get you bumped out of the feed altogether.  So think about who you want to reach, what they want to see, and how to get them to engage with it and you’ll be set.  At least for this week.  Stay tuned for more updates coming up!

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September 2016

Marketing for Small Business Saturday and Beyond

By |September 27th, 2016|Marketing|

Small Business Saturday is the first big shopping day of the holiday season directed at getting people to shop locally.

Small Business MarketingFalling on Saturday, November 26, 2016, the day after Black Friday, Small Business Saturday is sponsored by American Express and has created a campaign where consumers are encouraged to “shop small”. As we all know Black Friday is the shopping day where many larger chains and retailers offer deep discounts. Holiday shopping overall is the largest revenue generator of the year for retail businesses. In 2014 the National Retail Association reported that holiday sales reached just over $616 billion. Is your small business leveraging this increase in spending to maximize sales?

By now you should have an idea of what special offers and deals you want promote to current and potential customers. But what is your plan to reach them? Ideally, you should be advertising your promotions before the holidays start. It is a busy time for everyone, spending more time with family, and friends takes precedence so people want to plan their shopping outings. Also, many people have to work during the holidays likely not leaving time for shopping. Giving them an opportunity to save as well can really earn you new loyal customers. The competition over the deep discounts on Black Friday and Cyber Monday can seem insurmountable but not if you have a good strategy and start implementing it early!  If you haven’t started thinking about your plans it’s not too late. Here is a list of ideas to get you started.

  1. Develop a campaign strategy. Have a plan! Set realistic, measurable goals and create a plan that will help you get there.
  2. Design your marketing for both niche and mainstream holidays. Don’t just focus on holidays like Thanksgiving and Christmas. There are many ways to draw in the customer even after the new year.
  3. Produce holiday-themed offers. Keep your message timely and updated.
  4. Create a social media plan. Having a plan and scheduling will help keep your message on point and consistent.
  5. Rethink ad copy. You can reuse ad copy with some tweaks that mention holidays to save some time.
  6. Organize an event or party. Consider having a customer appreciation event for you best customers. Let them shop before the general public.
  7. Prioritize customer delight. The holidays can be stressful don’t add to that stress by making things complicated. If people have to jump through a lot of hoops to get the deal, you will lose them.

The Vail Valley Partnership is a Neighborhood Champion offering resources and support for Small Businesses to have the best possible holiday season. If you are still looking for some guidance, Mobloggy will be presenting on October 12th from 9am – 10pm on the best practices for getting your message out there. We will be presenting at the Vail Valley Partnership Offices in Avon, Colorado.

Join us by registering here! Space is limited.

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SEO on the Go

By |September 13th, 2016|SEO|

One additional element of Search Engine Optimization (SEO) that we haven’t yet discussed is the importance of having your website Mobile-Friendly. Google has made it clear that for their search engine, sites that are Mobile Optimized will receive better rankings in search results than websites that aren’t.  Which begs the question, what exactly is Mobile Optimization?

Mobile Optimization

At its very core, mobile optimization is a series of updates to site design, structure, and page speeds to make sure you aren’t inadvertently turning mobile users away.  And with 77% of web searches coming from mobile devices, discouraging those users could spell disaster for your business! There are a few specific criteria that need to be met in order to receive the “Mobile-Friendly” label on search engines, and subsequently the higher rankings.

Sorry, no FlashMobile Optimization for SEO

Flash simply isn’t supported on many mobile devices, including all Apple devices.  Good bye iPhone users!  Use of flash or any other software that isn’t supported by mobile will automatically kick your site out of the “Mobile-Friendly” rankings.

Can you read it?

Having text that is appropriately sized to be viewed without zooming is also extremely important.  The mobile user will not tolerate a site where they have to zoom in and out just to get to the information they seek, and as a result, neither will the search engine.

Where did it go?

In addition to size, text must be placed and wrapped in such a way that the user is not required to scroll horizontally to continue reading the text.  Often, this text will get cut off entirely, and is a sure-fire way to achieve high bounce rates.

Fat Finger Friendly

While last on the list, this may be the most important as far as the User Experience goes.  Action buttons need to walk the fine line between being large enough for anyone to click without zooming, but also spaced appropriately so that the user can be sure to hit the button they intended to hit.  This also includes having enough space around buttons to allow for unhindered scrolling.  Constantly clicking links while trying to reach the bottom of the page will send most users to another site very quickly!

Implementation

Mobile Optimization for better SEO on GoogleImplementation of Mobile-Optimization can be done in a variety of ways: multiple URL’s, dynamic serving, and responsive web design.  The most basic approach is having multiple URLs, one for mobile sites and one for desktop.  Frequently these look like www.yourwebsite.com and m.yourwebsite.com.  This requires developing two separate sites and can be a bit onerous for both the designer and the user.  Dynamic serving has the same URL for all devices, but the server detects the screen size and device type and provides a different set of HTML depending on the device.  While this is better, the preferred approach is to have a responsive web design.  In this case, embedded in the code is the ability to reformat and scale your site to the receiving screen size.  Search engines rank this approach most highly as it will create the best user experience regardless of device.

Let’s be sure!

There is one easy way to see what the bots think about your site and your work towards mobile optimization, test it!  Head over to Google’s “Mobile-Friendly Test” and see how you stack up.  Then, armed with that knowledge you can make any necessary adjustments and enjoy even better SEO than before!

Need assistance setting up your SEO or someone to manage it for you so you can give your business the attention it deserves?  We can help, with multiple packages to choose from we have a plan to fit any budget. Contact us for a 45-minute consultation.

Read parts one & two!

 

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August 2016

Quick Ways to Boost SEO

By |August 23rd, 2016|SEO|

In our last post, we talked about how important Usability is for your website and your Search Engine Optimization (SEO).

Without a Usable website, it doesn’t matter what else you do, your SEO will suffer. But once you have a working site, what are the next steps? Here are five things you can do that will help.

Use Video

Have you noticed that everything from your Facebook feed to the ads in the mall contain video?  Videos are not only more engaging to the audience, but search engines rank sites with varied content more highly than those without. But remember, no one wants to sit through a twenty-minute dissertation while shopping for shoes! Keep your videos short and content rich, encouraging your readers to stay for the entire show. Then you get the added bonus of a longer stay, improving how search engines rank you!

Internal Links

Search engines track the links within your website; are they working, where do they go, and if your visitors stay at the landing site or ‘bounce’ back to the preceding page?  We already know that the links need to work, but how can a search engine track where each link leads? In short, it reads the text!  So if your link is Click Here, it means nothing to the search engine.  But, if you rename your link to describe the ultimate destination, such as Sizing Guide or Contact Us, the search engine knows not only that you have a working link, but that ABC Outfitter’s Sizing Guide is there too. Then when your customer searches for it, that page will come up!

Outbound Links

In addition to having good links internally, it is important to have outbound links to authority sites.   Linking to other credible pages tells the search engine that your site is also credible and good match for similar search terms.  Making sure your links are renamed with keyword rich titles will give you an added boost as well.

Social Content

The use of social media as an advertising platform is old news.  But referencing your social media accounts and the published content not only boosts your website but will also boost your social media pages as well.  Many companies now hold the top two or three returns in searches between their website and various social media accounts!  Make sure your social media content is engaging and relevant and you will begin to create an SEO ecosystem that supports your brand.

Local Information

Last, but certainly not least, is local content.  Entrepreneur.com highlighted just how important in this article on Local SEO.  With the ever increasing prevalence of mobile and wearable devices, searches are becoming hyper-local.  Already, the majority of mobile searchers are seeking local results. Making sure that your address is present and correct across all your platforms is the first step.  Then, consider running local promotions with images or video to increase your exposure.  If you have multiple locations across the city or even across the country, take time to highlight each one as you keep your content updated and your rankings will increase.  For the single location business, make sure you frequently mention the street name, town and other local references to keep your local ties strong.

Hopefully, these tips can help you get started as you work to be seen first!

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SEO through Usability

By |August 8th, 2016|SEO|

Search Engine Optimization, or SEO, is at its very core, getting your website to show up first when someone is looking for you or something relevant to you.

If you own a bakery in Boston, you want to be sure your website appears when someone searches for “Bakery” or “cakes” or “cupcakes” in Boston right?  There are many tips and tricks that will help the various engines find your site and rank you according to their perceived value of your information, and we will talk about those in depth in another post.  However, there is something more basic that needs to be covered first, and that is Usability.

 Why is Usability Important?

It’s easier to understand how Usability relates to Search Engine Optimization when you change your frame of reference.  Instead of thinking about SEO in terms of Google or Bing, rather think about it this way.  SEO is optimizing your website for people who use search engines instead of for the search engine itself.  When considered in those terms, the User Experience becomes of paramount importance.  How is one to gain increased search relevance if the User, the Searcher as it were, can’t find the information they are seeking?  That answer is fairly straightforward, it’s all about Usability.

Website Usability

5 Components of Usability

There are five basic elements of Usability that factor into SEO.

Simply put, learnability is the measurement of how easily a new visitor to your site can accomplish their task.  If the visitor struggles to find information, or stumbles in the purchasing process, then your learnability is lower.  And if that causes the visitor to leave without accomplishing their task the impact can be significant.

  • Efficiency

The Efficiency of the site is determined by the amount of time it takes a visitor to perform their task after learning the website.  Is that person still stumbling through a process?  Or perhaps they have an unnecessary number of clicks required to get to the information they seek?  All of these will hinder the User Experience and negatively impact SEO.

  • Memorability

We all have those sites we visit regularly, but those visits may be separated by months or more for various reasons.  People only buy seeds before the growing season, and only seem to need holiday decorations in the last quarter.  How quickly the visitor can re-establish proficiency with your website is your Memorability.  Infrequent changes and intuitive design structure will both keep this time low and the resultant score high.

  • Errors

How often are your visitors making slips or mistakes?  Slips are simple things like clicking the wrong radio button for size.  Mistakes are actions that are inappropriate to task completion,  like putting an arrival date before a departure date or trying to input purchase information into a Contact Us field.  Both slips and mistakes can and should be addressed to make the process as streamlined as possible for the visitor to increase overall Usability.

  • Satisfaction

Does your visitor find the design pleasant? Jarring colors, poor layout and insufficient font size can all negatively impact visitor satisfaction.  If you don’t like how it looks your visitor probably doesn’t either. Change it.

There are many methods used to evaluate each component and you can find out more about them here.  Perfecting these elements of the Usability will not only increase your SEO, but you will also find that a more Usable site will result in greater captures and conversion.  And that’s not only good for your SEO, it’s good for the bottom line.

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July 2016

Welcome Emily Cleghorn

By |July 20th, 2016|announcements|

Emily Cleghorn Director of Brand StrategyWelcome to the Mobloggy team, Emily!

Emily Cleghorn is our new Director of Brand Strategy. Emily recently received her MBA from Columbia Business School and was the top marketing student in her class. Emily is looking forward to elevating our clients’ brands by incorporating data-driven consumer insights into our current digital offering.  As the Director of Brand Strategy, she will work directly for clients to develop comprehensive brand strategies that integrate leading-edge digital and traditional marketing techniques to ensure brands are communicating with customers in a measurable, consistent and authentic way – leading to increased sales and marketing spend ROI.

Emily recently graduated from Columbia Business School, earning Dean’s Honor’s with Distinction and receiving the distinguished Shuchman-Hulbert Award in Marketing as the top Marketing scholar in her class of over 700 students. Prior to attending business school, Emily founded her own e-commerce retail company, Emi Wrist Wear, and rapidly grew the business by making data-driven marketing analysis central to her business model. Upon realizing her passion for marketing, Emily transitioned to managing digital marketing strategy for a rapidly growing e-commerce cosmetics company, Soko Glam, increasing new customer sales by 29% and customer retention by 38% within three months. During her time at Columbia Business School, Emily also performed customer relationship management data analytics and conducted in-depth consumer research for global fashion brand 3.1 Phillip Lim, shaping the brand’s website redesign and direct-channel content strategy. In addition, Emily led a team that devised a brand positioning strategy for an early stage ski resort in Utah and developed the go-to-market marketing strategy for PeakTrack, a concussion detection headphone startup for which Emily is an Executive Board member. Emily is an Operation Iraqi Freedom combat veteran who served as a Military Intelligence Officer in the Army for over seven years after graduating from West Point in 2003.

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March 2016

‘Reply All’ Mishaps

By |March 17th, 2016|Email Campaign|

Are You Sure You Want to Reply All?

 

Someone recently told me about a ‘reply all’ mishap at their place of work.

It’s a small business so it wasn’t a huge deal. Someone stood up in the office and told everyone to stop hitting reply all. Issue solved. What happens when you have a large company? Hundreds of people spread throughout multiple floors, cities even countries. It’s happened more than once to a major corporation and can lead to press coverage. The most recent happened last year at a major news outlet. To cope some employees took to twitter to share the chaos with the world. The resulting flurry of people replying all to tell everyone to quit replying all bogged down servers. Their IT department had to create an email “BlackHole” to end the chaos. A blackhole list is like a spam filter, a special one had to be created for this “reply all” chain and meant that any email sent out related to the original email was immediately deleted.

Have you ever been part of a reply all debacle?

I have and it wasn’t a work email chain. It was for a subscription that I’d opted in to but the association wasn’t using a proper Email Marketing service. They didn’t have an unsubscribe system or good list management features. There is a message at the bottom of every email telling people that if they wish to unsubscribe just reply to the email with the words “unsubscribe” in the subject line. It’s not an effective strategy as I’ve been trying to get off the list for years. About 3 years ago an email went out to the entire database that wasn’t exactly appropriate. The result was hundreds of people trying to unsubscribe from the list. The method of replying “unsubscribe” to the message resulted in hundreds of people replying all trying to get off the email chain, escalating the situation. This went on for a few days frustrating people exponentially each time.
I would hate to have been the person who had to field all the resulting complaints.

A completely avoidable disaster.

Two things occurred in the situation above:
1.) Someone with access to the email system let emotions get the best of them and acted on them. They wrote and sent an email out to everyone in the hopes of being heard. The email was responded to by another hurt party, and an angry back and forth occurred between the two.

2.) The association wasn’t using a proper email marketing and management service that was in compliance with the CAN-SPAM act. By not using a proper email service that sends to their subscribers anonymously it allowed for anyone who replied all to send a message to the entire list.

Don’t be fooled by the name, CAN-SPAM act doesn’t mean you can spam people! It’s a set of rules you must follow to prevent yourself from being fined if you are using email in a commercial capacity. I have listed them below but you can go to the FTC CAN-SPAM website for detailed information.

  1. Don’t use false or misleading header information.
  2. Don’t use deceptive subject lines.
  3. Identify the message as an ad.
  4. Tell recipients where you’re located.
  5. Tell recipients how to opt out of receiving future email from you.
  6. Honor opt-out requests promptly.
  7. Monitor what others are doing on your behalf.

By not having the right procedures in place and not allowing recipients an instant unsubscribe option, you could be breaking the law. If your business or association is using email marketing as a way to reach your clients and members there is no reason to not be compliant with CAN-SPAM regulations. Especially if you don’t want to see your reputation tarnished and majority of your fans abandoning ship. Services like Constant Contact do have costs associated with using them, but the peace of mind that you aren’t in violation of federal law is worth it. It could save your business from an embarrassing faux pas!

 

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February 2016

Measuring Your Marketing

By |February 25th, 2016|Uncategorized|

How Do You Measure Your Marketing Efforts?

Measuring Your Social Media MarketingThe resolution to get a new social media strategy has taken hold.  You have a great calendar that works for you and your business, but you don’t know if it all is actually getting you anywhere!  Now that you have a plan in place, it’s time to start measuring your marketing efforts.

Measuring social media marketing can be a tricky issue for most people.  With so much data available, deciphering exactly what it means to your business can seem virtually impossible!  As with most problems, the trick is to start at the beginning.  

Set Goals

The biggest challenge is figuring out what exactly you are trying to achieve with a digital marketing plan.  Are you trying to raise awareness of your brand, convert social media traffic to website traffic, or maybe just increase overall audience engagement?  Whatever your goals are, know them before you start trying to make sense of the numbers.

Create Your Metrics

Depending on your goals, what you want to measure will change.  For the example, if you want to increase overall awareness then increasing your volume, reach or exposure is the metric to watch.  But if increased website traffic is your goal, tracking social media conversions to website hits and URL shares will be the numbers to watch.  

Measure

Measurement can be done in a variety of ways.  If you only use one or two outlets, then the innate tools are likely perfect.  Facebook Insights and Twitter Analytics are great tools for their respective programs.  If you have a larger media presence to track, the software you are already using may have tracking included.  If not, try SocDir to find the best fit for your company.

facebook reach

One important thing to remember is that most tracking software works best when set up in real time.  This means getting your Google Analytics page, HootSuite, or Facebook Insights set up now, before you want to have the data available to analyze.  Going back, even just a few days, can be costly or impossible.

Follow Up

The last part of measurement is often the most overlooked.  Once you have gotten all of your accounts organized and your metrics designed, don’t forget to check in regularly to find out how your strategies are working!  Depending on the nature of your business, this may be a weekly task or perhaps only quarterly.  No matter what makes sense for you, be sure you do it.

I can’t stress enough how important it is to measure the effectiveness of your digital marketing.  Knowing what works for your audience, how to reach more people, or how to convert traffic into sales, all of these things will make a huge difference in your success!  Knowing where you came from is the key to figuring out how to get where you want to go.

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Create a Social Media Calendar

By |February 8th, 2016|Marketing, Social Media, Uncategorized|

twitter icons for Social Media MarketingWe are one month into the New Year, the kids are back in school, and life has settled back into the usual, frenetic pace.  So why can’t you seem to keep your social media on track?  What can you do to get your brand out there, in front of all those people you are trying to reach?  And more importantly, how can you do it without spending every moment working on social media?  The answer is easier than you think; create a social media calendar!

Step 1: Decide How Often to Post

 

How often you post to your social media accounts depends entirely on which outlets your company uses.  Facebook users don’t like, and won’t even see, multiple posts a day.  However, Twitter works in real time, so multiple daily posts are beneficial.  Slidebean has a great post outlining how often to post to social media.  In general:

Instagram: Once or twice a day.

Facebook: No more than twice a day, but no fewer than three times per week.

Twitter: Three times a day.

LinkedIn: Once a day, but only during the work week.

 

Step 2: Pick Your Content

 

Look at your past posts to find what types of content engage your audience.  Some customers prefer video over text, sometimes sales or promotions work well.  You can look back at our blog post on upcoming trends for ideas.  And don’t forget, most social media is lighthearted, so the local vet will certainly want to celebrate #NationalDogDay on August 26th; just be sure to avoid March 4th, #NationalUnpluggingDay. It probably won’t work well for most markets! You can find a list of #HashtagHolidays on SproutSocial.

 

Step 3: Create Your Calendar

 

This is where it all really comes together!  Find a system that works for you, where you can plan an entire month in advance.  Believe it or not, I’m a paper and pencil kind of person for the majority of my life.  I even have a calendar on the side of my fridge to keep my family organized.  But, when it comes to social media posting, an online tool is probably better.  This could be as simple as scheduling your posts on Facebook, or if you have many outlets to manage, a product like HootSuite may be a better fit.  Regardless, the idea is to plan your posts, schedule your variety, and then run on autopilot for the rest of the month.

 

Stay Relevant!

Once you have your calendar up and running, remember to keep an eye on what’s going on around you.  If you had January ready to go and then didn’t post about #Snowzilla on the East Coast, you missed an opportunity to engage a group of people who were suddenly snow bound and on social media! Track what’s trending and stay in the conversation.

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