The Social Observer

The Social Media Marketing Blog by SNHU Students

NPO’s Guide to Social Media Content Planning II

Photo courtesy of Canva

Previously on The Social Observer…

Welcome back! Ready to continue planning your NPO’s social media content?

You learned about how to create SMART goals for your NPO, social media strategy, themes for your calendar, and types of content in Part 1 of our guide on content planning for non-profit organizations.

The rest of our guide covers steps 4-7 which will show you how to plan content along with monitoring and evaluation.

Step 4: Create Your Content Calendar

In Part 1 you learned about types of social media content you can post and create. You’ve got your social media content ideas, it is time to create your calendar

In Step 3 you learned about different types of content, we will now take your content ideas and use them for your planner! If you need help creating your content, check out HubSpot’s Ultimate Guide for Content Creation for more ideas and information.

For our example, we will be scheduling content 4-5 days per week over the course of four weeks. By the end of the guide, you will have four weeks/20-25 posts planned for your social media channels!

Make sure to print out a calendar or find a digital format you enjoy working with

Cornerstone Content

Find your cornerstone content, this should highlight your NPO’s mission or goals. You may want to showcase your organization’s mission or a popular blog series. Place this content on your planner first and space them out throughout the month.

Third-Party Content

Third-party content is any content you and your business do not create yourself. You can use industry-relevant blogs, news, videos. Third-Party content provides innumerable options, just make sure the content offers value to your NPO and SMART goals.

User-Generated Content

User-generated content (USC) is a great way to expand your content library and engage with your audience. Sharing photos and stories from your supporters will add authenticity and accessibility to your social media channels. You can use photos from past events, stories from those affected by your work, or create a post asking users to submit a specific type of content.

Don’t forget to have fun!

Share funny memes, gifs, videos, or any other community-building and relevant type of content you can think of! Throwback Thursday’s are a great way to recycle content and engage with your community.

Step 5: Schedule Posts

You made your first calendar, woohoo! Get ready to schedule your posts by taking a look at when your audience is online through Facebook Insights and this guide from the American Marketing Association outlining best practices for posting days and times on social media channels!

Step 6: Watch and Measure Content

You created content, scheduled it, now you’re done right?

NOPE. Social media marketing is in no way a “set it and forget it” medium. Checking on your social media channels frequently is vital for success; comments need to be responded to, messages need answering, and content needs to be monitored.

There are a few ways to watch your content online, tools like Hootsuite and HubSpot provide schedule tools and analytics for a fee. Google Analytics and Facebook Insights are free to use and are incredibly informative. Initially, I found Google Analytics overwhelming. I highly recommend taking a look at Google Analytics Academy to learn more.

Facebook Insights

Facebook Insights is a powerful tool for organic marketers. Elizabeth Joss for states that Facebook Insights help marketers determine the best time of day to post, the best day of the week to post, and what type of content is most popular. On a personal note, I feel that Facebook Insights is a fantastic tool for new marketers! Take a look at our in-depth guide on social listening to find out more about social listening and monitoring.

Step 7: Adjust and Start Content Planning for Next Month

Check-in on your content throughout the month and make sure to respond to likes and comments on your pages.

Note which types of posts performed the best and worst. Analyze your results through Facebook Insights or your favorite listening tool.

You are now ready to start planning for next month by developing a new theme and post ideas!

Hooray! You made it!

Congratulations, you’ve just completed your first month of social media content planning for your NPO!

How will you use content planning to take your NPO’s social media to the next level? Let us know how your planning went in the comments below!

Category: Blogging, Social Media Marketing 101