{"id":76,"date":"2016-03-18T15:32:01","date_gmt":"2016-03-18T15:32:01","guid":{"rendered":"http:\/\/blogs.shu.ac.uk\/socialmedia\/?page_id=76"},"modified":"2016-07-28T09:53:40","modified_gmt":"2016-07-28T09:53:40","slug":"content-planning","status":"publish","type":"page","link":"https:\/\/blogs.shu.ac.uk\/socialmedia\/social-media-guidelines\/content-planning\/","title":{"rendered":"Content planning"},"content":{"rendered":"

Content<\/strong><\/p>\n

Making and posting good content that reflects the values of your brand is central to successful use of social media. What is content? Content is an umbrella term that means everything you post: text updates, photos, videos, infographics, and the conversations you have with users. These things are all content.<\/p>\n

Your content should always be relevant to what you do, and what your audience want from you, but don\u2019t be scared to have conversations with your audience. Conversations build trust, and they can lead to outcomes.<\/p>\n

Content planning<\/strong><\/p>\n

Although social media is of the moment, planning is important for sustained communication activities. Especially if you’re setting yourself some goals<\/a>.<\/p>\n

What kind of thing will you post in order to generate engagement? Are you trying to inspire people to do something, like click a link and fill in a webform to sign up to your event?\u00a0The content you post needs to support the goals you set yourself.<\/p>\n

It may be worth examining the things you want to promote and engage people in, and looking for themes \u2013 these may even be strategic\u00a0themes, like ’employability’ or ‘student experience’.<\/p>\n

You could also think about your values. They may be things like ‘supportiveness’ or ‘knowledge-sharing’. Write them down as part of the planning process.<\/p>\n

In order to plan your content, you’ll need to use some sort of calendar \u2013 preferably a shared one that the whole team can access. This will become your workflow that enables you to track what you do with social media.<\/p>\n

There are a number of ways of doing it:<\/p>\n