Social media activity must be thoroughly planned and prepared to serve a business's promotion plans. However, the difference between a professional presence on social networks and a mediocre one lies in the engagement of the public. So a good SMM requires a keen sense of communication, genuine connection with the target audience, empathy with their problems and difficulties, accurate perception of the audience, and genuine engagement with them in the messages broadcasted on social networks.

Also, social media is a place that needs creativity, uniqueness, and surprising the public with authentic content. All of this requires organization in advance to avoid repetition.

For this very reason, we suggest you prepare weekly and monthly post plans and schedule posts to be published automatically on certain days at certain times (for example on Facebook). All these goals can be easily achieved if you have a well-thought-out editorial plan.

Steps to building a good editorial plan:

• Determining the types of content your target audience will resonate with.
• Grouping types of content into several major categories: curiosities, news, jokes, commercial messages, promotion of a product or a category of products, etc.
• Establishing the calendar of events and major holidays of the year to which you will rally.
• Setting up video and photo content production sessions.Creating
• the actual content (photos, videos, infographics, texts, and the harmonious combination of these formats).Organizing the
• content and scheduling it a month (usually) in advance.

An editorial plan for social media would consist of:

• establishing a suitable style to use and a tone of voice specific to the brand - depending on the chosen target audience we determine the language, the most impactful keywords to use, and the way to approach the audience - more seriously, or on the contrary, using light words and approaching a friendly tone.
• establishing several categories of posts – it is necessary to establish what the general directions will be, such as news, images, or video of the products while they are being used, impressions/testimonials from other buyers, content from influencers, useful tips on how to use products, promotion of various promotions that appear, contests (recommended for brands that are just starting), entertainment videos and various innocent niche jokes.
• communication rules – words we can't use, logo usage rules, products we can't display, backgrounds and styles to use in images,
• editorial calendar – we determine the optimal days for posts, the time slot to post, and what type of content we post each day. The calendar must also show us the frequency of posting, divided by days of the week.

A well-thought-out and pre-organized content calendar allows quality content to be shared, even daily.

How do you ensure, however, that the editorial plan implemented is successful?

Brand communication on social media has a key role in building a strong brand image in 2024. Thus, tracking the monthly results of the promotion activity and reporting the monthly increases both on the audience engagement metrics, as well as on the micro and macro conversions, sales, and customer return, will make you understand if the calls to action, the open questions asked and the types of content used resonate or not with your target audience and will help you re-plan your content so that you can easily achieve your promotion goals shortly.