As a small business looking to grow, reach a new audience, and gain more customers, social media marketing is an absolute must. But balancing social media on top of all of your other responsibilities can be a challenge, especially with limited resources and small teams. That’s where social media planning comes in.
The practice of developing a strategy for creating and publishing social media content to help achieve business goals, social media planning is a lifesaver for anybody trying to efficiently achieve big results. It can save you time, stress, and energy while maximizing your progress on social media.
For anybody new to social media planning, there are certain mistakes that are easy to make that may derail you and stop you from getting the most out of this practice. To help you out, this article points out the five most common social media planning mistakes–and easy solutions to help you avoid them.
Not knowing your target audience, social media goals, and working procedures before diving into social media planning is a big mistake. This is because one of the key elements of social media planning is building a strategy that you can apply that will help you work toward your goals. If you skip this step, you’ll only be getting a fraction of the results you’re looking for.
While you may be eager to get started with social media planning, it’s important to take some time beforehand to sit down and come up with a social media strategy. This is a one-time effort that will have a huge, long-lasting pay-off, making it very much worth the time.
The main elements of a social media marketing strategy include:
It’s called social media planning for a reason. In order to do it successfully, you must give yourself enough time to plan your social media posts in advance. If you don’t give yourself the time you need to properly plan ahead, you may experience unnecessary stress, wasted time, and an inconsistent brand voice.
On the other hand, if you do give yourself enough time, you’ll be more efficient, hit your posting schedule, and make friends with the social media algorithms that reward you for posting consistently.
At Promo, we’ve found that it’s best practice to plan all of your social media posts at least a week in advance. However, a full month may be even better if it’s accessible for you. This will give you plenty of time to apply your social media strategy, address any relevant upcoming holidays and occasions, and fill up your content calendar to meet your desired posting schedule.
Promo tip: To help you keep track of things and make sure you’re staying at least a week ahead of things, try Promo Planner. It’s designed to help you plan ahead.
When you do social media planning, you end up coming up with and creating lots of content in advance. It’s crucial to have an effective system for organizing these ideas and posts so that you can easily find them. The industry standard tool for this is a content calendar, a schedule of planned content that you will create and publish over a specified period.
Not using a content calendar is a definite mistake, as it may lead to you losing important pieces of content or failing to properly visualize the full picture of your content ideation and creation processes.
There are many different options you can choose from to create a content calendar ranging from free and low-tech to much more advanced (and costly) dedicated content calendar software. Some options worth considering include:
When you start social media planning, you’ll have to decide how often you want to post on social media. And while we certainly encourage you to be realistic and not overstretch yourself, it’s also important to post frequently enough.
If you don’t post on your social media often enough, or post inconsistently (many posts on one week and none on other weeks), you’ll have a hard time making headway. This is because social media algorithms reward consistency and frequent posting, with each platform having its own “sweet spot.”
The ideal posting frequency for each social media platform can be seen in the chart below.
|Social Media Platform||Ideal Posting Frequency||Source|
|2 feed posts per week and 2 stories per day||Head of Instagram Adam Mosseri|
|Once a day to 5 times a month||Hubspot|
|Once per day||LinkedIn’s guide for small businesses|
|TikTok||1 to 4 times per day||TikTok|
|YouTube||At least one video per week||YouTube Strategist Maria Concepcion Zabala|
Depending on the frequency you’re used to posting with, this may sound like a lot. But social media planning is just the practice that will help make it easier to make sure you have enough posts going up to feed the algorithms.
If you’re not yet using a scheduling tool for social media, it’s highly recommended that you start. The time it takes to manually log into each of your social media accounts and post your content is an unnecessary waste of time when there are tools that will instantly do it for you. All you have to do is link the tool of your choice with your social media accounts and it’ll be able to schedule and publish your posts on your behalf.
Promo Planner can integrate with your social media accounts so you can schedule and post directly from Promo. This way, you can make your videos and immediately schedule them for publishing all from the same page, saving you a lot of time and making your social media marketing processes much more efficient.
Social media planning is an essential tool for small businesses that want to grow. However, it’s important to avoid common mistakes such as lacking a clear strategy, not using a content calendar, and posting too infrequently.
By creating a social media strategy, using a content calendar, and pre-scheduling posts, businesses can successfully use social media to achieve their goals. With these tips, small businesses can save time, stress, and energy while maximizing their social media progress.