ABSTRACT
This chapter will explore two general areas: implementing content through the use of a content calendar, and monitoring the impact of the campaign using constant engagement with social communities. The goal of a campaign content calendar is to capture all the information that is needed in order to implement the campaign effectively, requiring it to have much more detail compared to the general social media content calendar. The chapter reviews brands monitoring metrics to assess the impact of each post, strategy, objective, and goal. It is now possible to mine this data for the most effective times to engage with audiences and ways to increase interaction with influencers. Part of a social strategy is consistently optimizing social media posts so users who are interested in the same topic can easily find them. Along with social media content calendars and strategic planning for engagement, brands must be prepared to facilitate real-time communication.
