This document discusses social media scheduling for businesses. It explores sourcing, selecting, and scheduling content updates across social media platforms. The session covers defining objectives, selecting appropriate social media services, linking services together, creating a scheduling format using variables like day, time, service, media type, subject, and metadata. It demonstrates using Google Calendar and Google Docs to schedule and template posts. The goal is to plan and publish a steady stream of updates on social networks to achieve business goals like brand awareness, new audience reach, and lead generation.
11. Social Media Scheduling
• Post updates in social media:
‣ Define your objectives
‣ Select the right services for you
12. Social Media Scheduling
• Post updates in social media:
‣ Define your objectives
‣ Select the right services for you
‣ Create your scheduling format
13. Social Media Scheduling
• Post updates in social media:
‣ Define your objectives
‣ Select the right services for you
‣ Create your scheduling format
‣ Plan the media types for your posts
14. Social Media Scheduling
• Post updates in social media:
‣ Define your objectives
‣ Select the right services for you
‣ Create your scheduling format
‣ Plan the media types for your posts
‣ Choose your subject matter
15. Social Media Scheduling
• Post updates in social media:
‣ Define your objectives
‣ Select the right services for you
‣ Create your scheduling format
‣ Plan the media types for your posts
‣ Choose your subject matter
‣ Collate your content
16. Social Media Scheduling
• Post updates in social media:
‣ Define your objectives
‣ Select the right services for you
‣ Create your scheduling format
‣ Plan the media types for your posts
‣ Choose your subject matter
‣ Collate your content
‣ Describe with meta data
17. Social Media Scheduling
• Post updates in social media:
‣ Define your objectives
‣ Select the right services for you
‣ Create your scheduling format
‣ Plan the media types for your posts
‣ Choose your subject matter
‣ Collate your content
‣ Describe with meta data
‣ Schedule and publish
18. Social Media Scheduling
• Post updates in social media:
‣ Define your objectives
‣ Select the right services for you
‣ Create your scheduling format
‣ Plan the media types for your posts
‣ Choose your subject matter
‣ Collate your content
‣ Describe with meta data
‣ Schedule and publish
‣ Measure and modify
21. Inner Ear
• Creative content communications
‣ Digital media production (create content)
22. Inner Ear
• Creative content communications
‣ Digital media production (create content)
‣ Social media engagement (communicate content)
23. Inner Ear
• Creative content communications
‣ Digital media production (create content)
‣ Social media engagement (communicate content)
‣ Training and consultancy
26. Inner Ear
• Produce audio, video, text (blog) and image content
• Setup, manage and advise on publication and distribution
of blogs, podcasts, videos and live streams
27. Inner Ear
• Produce audio, video, text (blog) and image content
• Setup, manage and advise on publication and distribution
of blogs, podcasts, videos and live streams
• Seed content through social media
28. Inner Ear
• Produce audio, video, text (blog) and image content
• Setup, manage and advise on publication and distribution
of blogs, podcasts, videos and live streams
• Seed content through social media
• Consult on campaign planning, strategy,
operations and tactics
31. Inner Ear
• Extensive content management experience
‣ Radio Magnetic (www.radiomagnetic.com)
32. Inner Ear
• Extensive content management experience
‣ Radio Magnetic (www.radiomagnetic.com)
‣ Began online broadcast in March 2001
33. Inner Ear
• Extensive content management experience
‣ Radio Magnetic (www.radiomagnetic.com)
‣ Began online broadcast in March 2001
‣ UK’s longest running independent internet radio station
34. Inner Ear
• Extensive content management experience
‣ Radio Magnetic (www.radiomagnetic.com)
‣ Began online broadcast in March 2001
‣ UK’s longest running independent internet radio station
‣ Credibility with music and media
35. Inner Ear
• Extensive content management experience
‣ Radio Magnetic (www.radiomagnetic.com)
‣ Began online broadcast in March 2001
‣ UK’s longest running independent internet radio station
‣ Credibility with music and media
‣ “Shop window” proof of concept
42. Define your objectives
• Why do you want to post updates in social media?
‣ Amplify your brand online
43. Define your objectives
• Why do you want to post updates in social media?
‣ Amplify your brand online
‣ Reach a new audience
44. Define your objectives
• Why do you want to post updates in social media?
‣ Amplify your brand online
‣ Reach a new audience
‣ Find prospects
45. Define your objectives
• Why do you want to post updates in social media?
‣ Amplify your brand online
‣ Reach a new audience
‣ Find prospects
‣ Establish yourself as a voice of authority
49. Define your objectives
• Poll: which objectives suit you best?
‣ Amplify your brand online
‣ Reach a new audience
50. Define your objectives
• Poll: which objectives suit you best?
‣ Amplify your brand online
‣ Reach a new audience
‣ Find prospects
51. Define your objectives
• Poll: which objectives suit you best?
‣ Amplify your brand online
‣ Reach a new audience
‣ Find prospects
‣ Establish yourself as a voice of authority
53. Select the right services
• Poll: which of these services do you use?
54. Select the right services
• Poll: which of these services do you use?
‣ A blogging tool (Wordpress, Posterous, Tumblr, etc.)
55. Select the right services
• Poll: which of these services do you use?
‣ A blogging tool (Wordpress, Posterous, Tumblr, etc.)
‣ Facebook
56. Select the right services
• Poll: which of these services do you use?
‣ A blogging tool (Wordpress, Posterous, Tumblr, etc.)
‣ Facebook
‣ Twitter
57. Select the right services
• Poll: which of these services do you use?
‣ A blogging tool (Wordpress, Posterous, Tumblr, etc.)
‣ Facebook
‣ Twitter
‣ LinkedIn
59. Select the right services
• We define three groups of social media services:
60. Select the right services
• We define three groups of social media services:
‣ Networks (connect with others)
61. Select the right services
• We define three groups of social media services:
‣ Networks (connect with others)
62. Select the right services
• We define three groups of social media services:
‣ Networks (connect with others)
‣ Platforms (host content)
63. Select the right services
• We define three groups of social media services:
‣ Networks (connect with others)
‣ Platforms (host content)
64. Select the right services
• We define three groups of social media services:
‣ Networks (connect with others)
‣ Platforms (host content)
‣ Tools (be productive)
65. Select the right services
• We define three groups of social media services:
‣ Networks (connect with others)
‣ Platforms (host content)
‣ Tools (be productive)
66. Select the right services
• We define three groups of social media services:
‣ Networks (connect with others)
‣ Platforms (host content)
‣ Tools (be productive)
• Definitions at www.innerear.co.uk/glossary
70. Select the right services
• We’re going to search for blogs
• Embed content from platforms
71. Select the right services
• We’re going to search for blogs
• Embed content from platforms
72. Select the right services
• We’re going to search for blogs
• Embed content from platforms
• Schedule publication on networks
73. Select the right services
• We’re going to search for blogs
• Embed content from platforms
• Schedule publication on networks
74. Select the right services
• We’re going to search for blogs
• Embed content from platforms
• Schedule publication on networks
• Using readily available online tools
75. Select the right services
• We’re going to search for blogs
• Embed content from platforms
• Schedule publication on networks
• Using readily available online tools
79. Link services together
• You can link services together to autopost
• Used with scheduled post updates...
80. Link services together
• You can link services together to autopost
• Used with scheduled post updates...
81. Link services together
• You can link services together to autopost
• Used with scheduled post updates...
• ... autoposting saves time
82. Link services together
• You can link services together to autopost
• Used with scheduled post updates...
• ... autoposting saves time
83. Link services together
• You can link services together to autopost
• Used with scheduled post updates...
• ... autoposting saves time
• But remember to check for responses often
in networks and platforms
84. Link services together
• You can link services together to autopost
• Used with scheduled post updates...
• ... autoposting saves time
• But remember to check for responses often
in networks and platforms
86. Link services together
• Good connecting services include:
‣ Twitterfeed
‣ Ping.FM
‣ Posterous
‣ Tumblr
• Which you use depends on what service is best for you
133. Create your scheduling format
How you define your schedule...
... is personal to you
Using Google Calendar...
134. Create your scheduling format
How you define your schedule...
... is personal to you
Using Google Calendar...
... we’re going to create a format
135. Create your scheduling format
How you define your schedule...
... is personal to you
Using Google Calendar...
... we’re going to create a format
for a typical week
157. Plan post media types
Posts can be extracts from or links to any type of media
158. Plan post media types
Posts can be extracts from or links to any type of media
Audio
159. Plan post media types
Posts can be extracts from or links to any type of media
Audio
160. Plan post media types
Posts can be extracts from or links to any type of media
Audio Video
161. Plan post media types
Posts can be extracts from or links to any type of media
Audio Video
162. Plan post media types
Posts can be extracts from or links to any type of media
Audio Video Text
163. Plan post media types
Posts can be extracts from or links to any type of media
Audio Video Text
164. Plan post media types
Posts can be extracts from or links to any type of media
Audio Video Text Image
165. Plan post media types
Posts can be extracts from or links to any type of media
Audio Video Text Image
166. Plan post media types
Posts can be extracts from or links to any type of media
Audio Video Text Image
Interactive
167. Plan post media types
Posts can be extracts from or links to any type of media
Audio Video Text Image
Interactive
168. Plan post media types
• Poll: what type of media content do you consume most of?
‣ Audio (podcasts, speech or music)
‣ Video (web videos, clips from broadcast)
‣ Text (blogs, articles, tweets, etc.)
‣ Image (photos, graphics, etc.)
‣ Interactive (polls, surveys, games, etc.)
174. Choose content and subject
Before you start collating the content you want to post...
175. Choose content and subject
Before you start collating the content you want to post...
... you should decide on the content type
176. Choose content and subject
Before you start collating the content you want to post...
... you should decide on the content type
and subject matter
193. Choose content and subject
Question: what content type and
subject matter is your audience interested in?
194. Choose content and subject
Question: what content type and
subject matter is your audience interested in?
(For example: how-to guides, research, tips, Q&A, etc.)
201. Collate your content
Content is a vital in the social web,
as it gets people talking
202. Collate your content
Content is a vital in the social web,
as it gets people talking
you need some to post
203. Collate your content
Content is a vital in the social web,
as it gets people talking
you need some to post
as tweets, Facebook or LinkedIn updates, etc.
204. Collate your content
Content is a vital in the social web,
as it gets people talking
you need some to post
as tweets, Facebook or LinkedIn updates, etc.
208. Collate your content
• Poll: which platforms do you use to find content?
‣ YouTube (video)
‣ Audioboo (audio)
‣ Slideshare (presentations)
‣ Issuu (documents)
‣ Other (if so, what?)
216. Collate your content
Exercise: find media from platforms
to fit your content type and subject matter.
217. Collate your content
Exercise: find media from platforms
to fit your content type and subject matter.
Once you’ve found the media, take note of the source
218. Collate your content
Exercise: find media from platforms
to fit your content type and subject matter.
Once you’ve found the media, take note of the source
and if there’s an RSS feed, subscribe to it
257. Working with metadata
Social media content has three core elements of web 2.0:
RSS (really simple syndication: feeds, streams, etc.)
258. Working with metadata
Social media content has three core elements of web 2.0:
RSS (really simple syndication: feeds, streams, etc.)
Embeddable media (video and audio players, etc.)
259. Working with metadata
Social media content has three core elements of web 2.0:
RSS (really simple syndication: feeds, streams, etc.)
Embeddable media (video and audio players, etc.)
Tags (user defined, non-hierarchical taxonomy system)
262. Working with metadata
• Meta data describes content and helps users find it
• Core element of SEO, metadata includes
263. Working with metadata
• Meta data describes content and helps users find it
• Core element of SEO, metadata includes
‣ Title (snappy, catchy, provocative)
264. Working with metadata
• Meta data describes content and helps users find it
• Core element of SEO, metadata includes
‣ Title (snappy, catchy, provocative)
‣ Description (concise, informative, engaging, helpful)
265. Working with metadata
• Meta data describes content and helps users find it
• Core element of SEO, metadata includes
‣ Title (snappy, catchy, provocative)
‣ Description (concise, informative, engaging, helpful)
‣ Tags (include branded, specific and generic)
266. Working with metadata
• Meta data describes content and helps users find it
• Core element of SEO, metadata includes
‣ Title (snappy, catchy, provocative)
‣ Description (concise, informative, engaging, helpful)
‣ Tags (include branded, specific and generic)
‣ Links (to source and/or your blog or website)
269. Schedule for publication
• Take content from the list you have collated
• Include your own creations and curated content
270. Schedule for publication
• Take content from the list you have collated
• Include your own creations and curated content
• Refer to your schedule format
271. Schedule for publication
• Take content from the list you have collated
• Include your own creations and curated content
• Refer to your schedule format
• Sort content into media types and subject matter
272. Schedule for publication
• Take content from the list you have collated
• Include your own creations and curated content
• Refer to your schedule format
• Sort content into media types and subject matter
• Include metadata when composing updates and
scheduling for publication
273. Schedule for publication
• Take content from the list you have collated
• Include your own creations and curated content
• Refer to your schedule format
• Sort content into media types and subject matter
• Include metadata when composing updates and
scheduling for publication
276. Schedule for publication
• Use the right tool to publish to your services, for example:
‣ Twitter: CoTweet, HootSuite or Tweet Deck
277. Schedule for publication
• Use the right tool to publish to your services, for example:
‣ Twitter: CoTweet, HootSuite or Tweet Deck
‣ LinkedIn: Tweet Deck, Posterous
278. Schedule for publication
• Use the right tool to publish to your services, for example:
‣ Twitter: CoTweet, HootSuite or Tweet Deck
‣ LinkedIn: Tweet Deck, Posterous
‣ Facebook: Tumblr, Posterous
281. Schedule for publication
• Set time and date of publication according to
your schedule format calendar
• Schedule for future publication as per your settings
282. Schedule for publication
• Set time and date of publication according to
your schedule format calendar
• Schedule for future publication as per your settings
• Remember to check for responses
308. Measure and Modify
• You can measure the results of your scheduled
social media updates
309. Measure and Modify
• You can measure the results of your scheduled
social media updates
• Keep a note of:
310. Measure and Modify
• You can measure the results of your scheduled
social media updates
• Keep a note of:
‣ LinkedIn group members and connections
311. Measure and Modify
• You can measure the results of your scheduled
social media updates
• Keep a note of:
‣ LinkedIn group members and connections
‣ Twitter followers, retweets and mentions
312. Measure and Modify
• You can measure the results of your scheduled
social media updates
• Keep a note of:
‣ LinkedIn group members and connections
‣ Twitter followers, retweets and mentions
‣ Facebook fans
317. Measure and Modify
• Use tools like:
‣ Facebook Insights
‣ TweetReach
‣ Social Mention
318. Measure and Modify
• Use tools like:
‣ Facebook Insights
‣ TweetReach
‣ Social Mention
• Experiment with what you post and when,
modify and track changes
319. Measure and Modify
• Use tools like:
‣ Facebook Insights
‣ TweetReach
‣ Social Mention
• Experiment with what you post and when,
modify and track changes