Social Media Planning - Adelyn Biedenbach

Introduction to Social Media Planning

Overview of the Session

• Trevor Erickson introduces Adelyn Biedenbach, Director of Digital Media for the NHL's Florida Panthers, who will discuss social media scheduling and content planning.

• Adelyn expresses her excitement about sharing insights on social media planning, emphasizing her role overseeing various digital platforms.

Importance of Content Planning

• Adelyn highlights the rapid changes in social media and digital landscapes over her three seasons with the Panthers.

• She addresses the audience's varying levels of experience with social media, from students to seasoned professionals looking to enhance their brand presence.

Creating a Content Plan

Understanding the 24-Hour News Cycle

• Adelyn discusses the concept of a 24-hour news cycle, stressing that social media operates continuously throughout the year.

• She emphasizes the need for consistent content creation to engage followers and maintain their interest.

Transitioning from Personal to Brand-Level Posting

• The challenge of shifting from personal posting habits to regular brand-level content is addressed; brands must feed their audience consistently.

Step One: Understand Your Organization

Key Insights on Organizational Knowledge

• Adelyn stresses that understanding your organization is crucial for effective content planning; this includes knowing events and updates relevant to your audience.

• Regular communication with different departments (e.g., sales, communications) helps align social media efforts with organizational goals.

Continuous Learning and Adaptation

• Understanding an organization's evolving goals is not a one-time task but requires ongoing engagement and adaptation as circumstances change.

• Example provided: In industries like travel, staying updated on trends and customer service issues is essential for timely content creation.

Key Performance Indicators (KPIs)

Measuring Success in Social Media

• Adelyn introduces KPIs as critical metrics for evaluating performance in social media efforts. These indicators help assess growth and effectiveness over time.

Tracking Your Social Media Performance

Understanding Internal KPIs

• It's crucial to track personal metrics such as retweets, views on snaps, and screenshots to measure progress.

• Organizations often have specific KPIs they expect from you; understanding these is essential before creating content.

• Examples of KPIs include direct sales tracking through links in content or measuring brand exposure by assessing reach and new audience engagement.

Customer Service Considerations

• Different organizations may prioritize customer service differently; for instance, airlines manage social media with a focus on timely responses.

• Establishing a plan for customer service interactions is vital—decide if support will be available around the clock or during specific hours.

Building Your Support Network

• Knowing who to contact within your organization for various issues can streamline social media management.

• Having reliable contacts allows for quick resolutions to fan inquiries and ensures accurate content creation.

Developing Content Strategies

Creating Your "Stars" of Content

• Identify key recurring content pieces ("stars") that will form the backbone of your regular posting schedule.

• Examples of stars could include video content, historical posts (like Throwback Thursday), or interactive elements like surveys and contests.

Adapting Content Based on Schedule

• In sports, content is often driven by game schedules; know what types of posts are relevant on game days versus off-seasons.

• Off-season strategies might involve community engagement or player Q&As instead of game-related posts.

Consistency in Engagement

• Regularly assess which types of content resonate with your audience to maintain engagement throughout different seasons.

Content Planning and Social Media Strategy

Understanding Your Industry

• It's crucial to sync your content plan day-by-day, taking into account the specific trends of your industry. Different industries have varying peak times for engagement.

• For example, in sports, social media engagement spikes on game days compared to non-game days. Retail companies should also consider seasonal peaks like holidays when planning posts.

Consistent Posting Strategy

• Even on slow days, aim to post at least once in the morning or afternoon to maintain visibility and keep your audience engaged.

• Flexibility is key; be prepared to adapt your content calendar for trending topics (e.g., National Best Friend's Day) that may resonate with your brand.

Analytics and Adaptability

• Regularly use analytics tools to evaluate the performance of your content. If certain posts aren't engaging audiences, it's time to rethink your strategy.

• The digital landscape is ever-changing; staying agile allows you to respond effectively to new trends and platforms.

Tools for Effective Content Management

• Utilize a content calendar (like Evernote or other scheduling tools such as Hootsuite or Facebook Scheduler) for organizing daily social media tasks efficiently.

• Scheduling tools help streamline posting processes, allowing one-person teams to manage their workload without being constantly online.

Leveraging Social Listening and Analytics

• Social listening can generate valuable content ideas by monitoring conversations about relevant artists or events related to your brand.

• Engage with what fans are saying about your brand; this interaction can inform future content creation strategies.

Continuous Learning and Industry Awareness

• Stay updated with industry newsletters and accounts that inspire you. This helps in understanding new features released by platforms like Facebook and how others utilize them effectively.

• Acknowledge that there’s always a conversation happening around your brand—choose whether or not you want to participate actively.

Conclusion: Commitment Beyond Traditional Hours

• Embrace the reality of social media management: it requires ongoing attention without traditional breaks like weekends or holidays. However, effective planning can mitigate burnout while ensuring consistent engagement.

Brand Communication Strategies

Seasonal vs. Year-Round Messaging

• The speaker emphasizes the importance of maintaining brand communication throughout the year, not just during peak seasons.

• During the season, messaging is heavily influenced by external factors such as schedules and current news topics.

• In contrast, summer months require proactive content generation focused on community engagement and activities.

• The discussion highlights the need for brands to adapt their messaging strategies based on seasonal dynamics and audience engagement opportunities.

• Overall, effective brand communication involves a blend of reactive and proactive approaches to maintain relevance.