Are you in charge of posting to Social Media for your business?
Unless your job description requires you to be on Social Media platforms all day, every day, you’ll know how simple it is to log-on to Facebook to post to your Business Page and log off an hour later, with very little to show from those 60 minutes of ‘social media activity’. It’s even worse if you have to post to multiple accounts, as aside from the password related nightmares that are likely to plague you, it is more than likely that the process of sourcing or creating content, and then posting it manually to every Social Media platform that your business has a presence on, is a full time job in itself! So how can you use your time more effectively and work more efficiently to carry out this task – often perceived as a necessity for many businesses, both large and small? The answer is a tried and tested, and trusted, social media scheduling tool.
There are lots of scheduling tools out there, but my favourite is ContentCal, a platform that I use for my own business and for my customers.
ContentCal can post pre-written content to Facebook, Twitter, LinkedIn and Instagram (via an iOS app); to do this, it requires you to give permission to post via the tool directly to Facebook, LinkedIn and Twitter by logging into each account through the platform. You can post multiple times a day and schedule content to be posted days or weeks in advance. Posting directly to Instagram in this way goes against Instagram’s Terms of Service, but by using the iOS ContentCal app on a mobile device, you can quickly and simply access any content you’ve created for Instagram and ‘copy and paste’ it directly into your Instagram app.
ContentCal was created by content marketing professionals, and is a natural and intuitive platform if you are heavily involved in marketing for your business. It allows you to schedule content (including images) to multiple platforms, and has in-built functionality that allows content to be checked and approved prior to scheduling if you want to hand your social media content creation out to a third party or new member of staff, but have a strict content policy that you want to ensure all content rigorously adheres to prior to posting. These approval flows can be audited, if and when required, and if multiple team members are involved in content creation, they can message each other via the in-build messaging platform to ensure that any notes or updates are kept conveniently alongside the work that they refer to.
As well as posting to live Social Media accounts, ContentCal can also act as a single and convenient centrally located ‘folder’ for all kind of marketing material – from content that has already been approved and published (i.e. articles, photos, white papers, etc.), to proposed content for new marketing materials. This should make it simple for your marketing team to find inspiration and images for content, and make it easy to ensure that all of your content marketing shares the same tone and message.
ContentCal also displays content in a convenient calendar format, making it easy to see what has been posted and when it was used. Content can also be re-scheduled from this view, making it easy to reuse evergreen content on platforms like Twitter, where recycled content is unlikely to have a negative impact on your audience as long as the gaps between posting similar content are large enough and the content doesn’t relate to a particular past event.
Scheduling content isn’t the single solution to all your Social Media woes (you’ll still have to try and locate those passwords sometimes, and there will always be trolls prowling the Social Media platforms), but it will help to ensure that your business social media pages are kept up to date with interesting and relevant content! Just don’t forget that it’s the engagement, spontaneity and responsiveness of a business social media account that make all the difference when it comes to nurturing prospective customers; answering customer questions, jumping on the back of industry specific news items when they are trending and talking with, rather than to, your audience can all help to give your social media pages a fresh, personal and responsive vibe – so don’t forget to book in some regular ‘engagement’ time on your business social media pages. I can’t guarantee that you won’t end up looking at cookery videos, but at least you won’t have to devise new and exciting content on the spot!
 read: accidentally watching videos of ‘simple recipes’ that you’ll never actually make, or of animals doing cute/hilarious things
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