ABSTRACT
A social media calendar schedules the distribution of goal-oriented social media posts. In fact, a social media calendar often is part of a larger online social media dashboard that can automatically post the pre-prepared social media messages. A social media calendar can help strategic writers team agree on what they want to say, which media they will use and when they will send each post. Social media calendars should feature messages that blend strategic writers’ organization’s goals with their target audiences’ preferences regarding social media platforms and content, such as informative videos or links to entertaining articles. Social media calendars are strongly related to integrate marketing communications and to content marketing. Creating and managing a social media calendar involves a familiar four-step process in strategic writing: research, plan, communicate and evaluate. A good social media calendar helps ensure a good, on-message social media campaign. And a good social media campaign can help ensure successful, productive relationships with important target audiences.
