How to create an editorial plan for social media?

plan for social media

Social networks are a good way to promote your business. They are useful not only to keep your community up to date on the latest news about your business but also to attract new customers.

Given that the online environment is a dynamic one, the way you build your image on social platforms must be appropriate for your target audience. Moreover, the posts you make must in turn be organized and planned in advance so that there is a logic of what you want to convey and avoid chaos.

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Therefore, we will present in the following the most important aspects in compiling a social media editorial plan.

In the meantime, find out how you can follow one. Because we know that you need the most effective online marketing solutions during the crisis caused by the new corona virus.

Why do I need a social media editorial plan?

Imagine the following situation: it is a Friday, you are already thinking about the weekend and all the relaxing activities you will do. Your good mood is suddenly interrupted when you realize that you need to post on social media, but you do not have any material ready.

The scenario is not a pleasant one, is it? This is just one of the reasons why you need to plan. We guarantee that you eliminate unnecessary stress and possible crisis situations.

It is also the best way to make sure you always have quality content. At the same time, you know for sure that you will constantly communicate with your audience and that there will be no breaks for a few weeks (in the happy case) without sharing any information with those who follow you.

And, the editorial plan helps you to write optimized texts, following well-thought-out and established SEO(i.e Semrush) and copywriting rules.

How do I compose the editorial plan for social media?

Now that we have clarified why it is necessary to have an editorial plan, it is time to see how you can create it. First of all, we advise you to keep in mind that specialists say that it takes 21 days to form a new habit. So the sooner you start practicing, the sooner it will become a habit.

Here are some things to keep in mind before making an editorial plan:

#1. Find out what content suits your audience

A little research always helps. The same is true for your audience. If you know what kind of content they are reacting to, then you will be able to more easily select the information and visuals to post.

Obviously, we do not encourage you to assume things, but to know concrete details. For example, in the case of a Facebook page, you can use the Facebook Insights section to find out what the reactions were to past posts, the time interval, and the days when most people reacted.

You can analyze indicators such as the number of likes, comments, distributions, or views. In this way, you will be able to easily perpetuate the content that was to the liking of the audience, eliminate the least satisfactory ones in the future and make the posts on the best days and at the best hours for your business.

If you are wondering how to proceed if you are going to create a social media page, our recommendation is to test with a few posts at the beginning so that you can later analyze what type of content works.

#2. Decide what type of content you want to post

Once you’ve analyzed your audience’s reactions, it’s time to determine with certainty the variety of content you’ll post. On the one hand, you need to see which materials will make a direct reference to your business, and on the other hand, what is the content adjacent to your case.

Thus, if you have a presentation site, you can have posts in which to distribute recent articles and encourage people to read them. It’s a good way to drive traffic to your site.

In the case of online stores, you can send links to certain products or new items, to campaigns or promotions that you have in progress. However, be careful that such posts are made less often, as there is a risk of spamming and causing fans to stop following your page. To avoid this extreme, commercial postings can be made using paid advertisements.

Regarding the adjacent content, you can choose to post videos, news, or pictures specific to your field of activity.

In conclusion, we advise you to consider the three major content categories to easily manage your post types:

  • commercial posts – 30% of the total content: their goal is to turn fans into potential customers;
  • information posts – 50% of the total content;
  • interaction posts – 20% of the total content: their purpose is to attract comments or shares from fans.

#3. Check the major events of the year

It is important to consider the national holidays, the events in the field that you know you are going to participate in, the campaigns that you want to carry out, or the actions that you will be present at locally. All these aspects must also be included in the plan, as every activity you carry out deserves to be shared with your audience.

As I mentioned in other articles, social media is not about selling, it is about creating feelings or states, about human interaction with the public.

Moreover, depending on the context, you may have to spend a lot of time preparing a certain visual material. Therefore, we advise you to plan each post in as much detail as possible.

If you want to sell fast, it’s a good idea to start implementing and creating an efficient and optimized sales page.

#4. Create your own content

Once you have established the aspects mentioned above, you need to take care of generating the content. Whether we are talking about pictures, images created from scratch or videos, you need to make sure that you prepare the visual part in a timely manner.

It is also important to set the text message according to each post. Make sure it is worded in a tone appropriate to your audience and semi-formal. Thus, you will be able to create the feeling that you are face to face with the reader and that you are talking to him, but not that you just inform him about various things.

Remember, it is important to highlight the advantages and benefits. Don’t try to sell products or services, but create a need or a desire to buy. It is always advisable to follow the buying intentions of your target audience.

#5. Organize the content and schedule it

An effective way to have an organized social media editorial plan is to create a calendar with all the posts you are going to make in the next month, for example. You can also detail by weeks and days the type of content that will be posted.

Last but not least, at the end of the week, you can schedule the posts for the next few days. Facebook allows you to do this in the Scheduled Posts section where you can set a specific post to appear on day X and time Y.


Now that you have learned how to make an editorial plan, all we have to wish you a lot of success in creating and organizing it.

And, don’t forget, Facebook is not the only social media channel where you can quickly promote your WordPress site. Also use Instagram, YouTube, Linked In, or any other similar platform that your target audience is used to using.

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