3 Steps to Build an Easily Scalable Social Media Posting Schedule

When developing a content strategy, marketers focus mostly on the creation process. But while producing quality posts surely is important, it's the right distribution that can often make or break your content's success.

Ready to learn how to build an effective social media posting schedule?

Let's dig right in!

As a person overseeing social media, you know better than anyone: setting up an efficient, scalable social media posting schedule is no easy task.

Building a posting plan often feels like solving a jigsaw puzzle. There are many distinct elements, such as different platforms, content formats, and audience’s activity times, that need to come together to create a well-functioning publishing flow.

This publishing flow needs to be fast enough to allow you to keep up with the ever-growing content demands. It also has to be perfectly optimized to prevent your teams from being bogged down by inefficiencies.

If you're a big company, building such flow is not your only challenge. You need to take your social media scheduling to a whole new level by developing a posting plan for your multiple pages and teams around the world.

This plan will set you up for success by allowing you to:

  • Organize your publishing activities globally across the organization, i.e. help teams collaborate effectively to publish the right content at the right time on each of your pages 
  • Amplify the impact of your content, so you can maximize the return on investment in the creation of every single post 
  • Get rid of any hinders, delays, and bottlenecks
Now, how do you build such a schedule on a global scale (and not go crazy in the process)?

Read on to find out!

1. Plan for the right amount of social media content

If you're thinking that preparing the right amount of content is easier said than done - we're happy to tell you that this is not the case!

But before we explain why, let's answer an important question that might be bothering you now:

What is the right amount of content?

It's a certain number of posts that enables you to appear in your followers' news feeds regularly, meet your business objectives, and leverage your team’s resources efficiently at the same time.

Once you manage to balance these three elements, you'll be able to produce just the right amount of content for your business (and build a manageable social media posting schedule). This ties back to our initial statement that creating an optimal number of posts is not difficult; it can be achieved with the right balance and planning.

Speaking of planning, let's take a look at how many posts you should arrange for each platform:

What's the optimal publishing frequency across platforms?

Facebook

According to our data, higher publishing frequency on Facebook = higher engagement:

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That's why, to maximize the volume of interactions, your Facebook posting schedule should be pretty tight. This information is a hint on just how much of your team’s resources you'll need to dedicate to Facebook to see actual results.

Instagram

Just like in the case of Facebook, our data shows there's a positive correlation between posting frequency and engagement on Instagram:

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This means that if you're looking to increase your Instagram interactions, posting more frequently can help you achieve that goal.

TIP: While it's important to know the research-based publishing frequencies for each platform, you shouldn't overlook the importance of your audience's preferences. Feel free to experiment with posting more or less on different weeks, and see how your community responds.

Twitter

Twitter is all about popping up on the top of the news feed. To achieve that and maximize your visibility and engagement, HubSpot suggests you publish as frequently as possible.

LinkedIn

LinkedIn's small business guide says you should publish on the platform 20 times per month - that's roughly once every business day.

So how can you scale your content production and support your social media posting schedule for each platform with the right number of posts?

It all comes down to the tactics.

Here's what you should do:

Tactic #1: Set up the right workflow

The key to staying on top of your social media scheduling and posting activities is a content workflow that allows your teams to work quickly.

To build one, follow the following steps:

  1. Make sure every team member knows the exact scope of their tasks and minimize communication errors by defining roles and responsibilities in your teams
  2. Increase the effectiveness of your content by tailoring it to your different audience segments with a social media audience persona analysis 
  3. Always have ideas for amazing posts at hand, so you don't waste time on tedious research, thanks to a social media content inspiration tool 
  4. Determine how much content you need to create, so your teams can plan all the content-related activities in advance 
  5. Simplify your content creation process with the right tools, such as Google Docs (creating copy), Unsplash (free images) or Canva (creating visuals) 
  6. Reduce errors and safeguard your brand's reputation with an easy-to-follow approval process for each post 
  7. Have an oversight of all of your content and have your teams collaborate on content across departments using a single interactive social media editorial calendar
  8. Find out which of your posts are excelling and which ones are falling behind by monitoring your performance and report your findings company-wide
See this article for more information on these steps, and learn how to build an efficient content workflow!

Tactic #2: Repurpose your social media content

One of the proven ways of creating a backlog of posts to publish is repurposing your existing content.

This tactic allows you to use each of your articles more than once, which simplifies filling up your social media posting schedule.

Here are some basic rules you should follow when repurposing your content:

  1. Optimize your content for different platforms - social media platforms differ in terms of top-performing content formats. For example, Facebook videos receive 5x more interactions than images, while on LinkedIn text-only posts get 3x more views compared to posts with images or links. Being aware of these differences will help you repurpose your content in a way that will bring you the most interactions 
  2. Keep a consistent tone of voice across platforms - a consistent tone of voice will help you maintain your brand image across platforms
  3. Never use the same copy twice - this one is pretty self-explanatory. Use quotes, stats or questions from the article you want to repost to stir curiosity every time you share it
  4. Test multiple visuals - copy isn't the only part of your social media posts you should vary - your visuals need to be varied too. Using different images will not only make your content more interesting, but also allow you to discover the type of visuals that engage your audience 
  5. Include strong CTAs - this is something many marketers forget about. Don't just republish your content for the sake of filling your editorial calendar. Instead, make sure that each of your recycled content pieces drives your objectives by including a strong CTA.
Find out how you can effectively repurpose your social media content to skyrocket conversions in our blog!

Tactic #3: Leverage content curation tools

You don't always have to create content yourself. Many brands keep their social media posting schedule up and running largely thanks to curated content.

Curating content is also an easy way to learn which topics your audience finds interesting. You can later invest your resources into creating content around topics that resonate, which will help increase your engagement.

Wondering where you can find meaningful content to curate?

Check out these apps:

  • Socialbakers Content Inspiration - access the industry's largest library of top-performing social media content, and search by using keywords to discover the best posts you can curate

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  • Almighty Press - type in a keyword of your choice to search through top articles your audience will enjoy across Medium, Tumblr, Wordpress, and Buffer
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  • Scoop.it - select a topic of interest and get an instant overview of relevant articles, along with suggestions for complementary topics and Scoop.it users to follow
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2. Work more efficiently with social media scheduling tools

Following aposting schedule will be much easier with social media scheduling tools - especially if you manage multiple pages and large teams.

Scheduling tools are essential to publishing content efficiently. They allow you to queue posts in advance for all of your channels, so it's easier to adhere to your editorial plan. They are also a great hub for your teams to collaborate on content, regardless of the region of the world they're based in.

Now, which tool will be best for your business?

Ideally, an integrated solution that enables you to schedule, publish, and target your social media posts in one place.

The solution should also be mobile accessible, so you have an oversight of your content while on-the-go.

Here's how you can optimize your social media scheduling and publishing process with the right tools:


1. Ensure all your posts are up to standard with customizable team approval process

If you're creating and publishing large volumes of content, it's easy for errors to slip in.

These errors can be anything from a typo to a taboo topic in a given community.

Obviously, as an established brand, you want to minimize the number of errors in your content to secure your reputation. And that's exactly why you need a solid post approval process.

With Socialbakers, you're able to build a foolproof approval process that's tailored to your business needs. Just set up permission levels and add users responsible for greenlighting posts at different stages of your workflow to ensure all content meets your expectations.

You can also easily manage your publishing activities, including reviewing posts, resolving errors, and sharing reports in one tap on mobile. This functionality is especially important for keeping your content workflow running smoothly even when you're away from the office.

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2. Have all your team members work together in a smart editorial calendar

Building an efficient social media posting schedule is impossible without a clear, functional, and user-friendly editorial calendar.

Socialbakers calendar was designed to make your content distribution easier. It allows your team members to add and schedule posts directly within the calendar, which makes collaboration between teams and offices smoother.

The calendar also enables you to access a visual breakdown of content by day or month, so you have an immediate oversight of all of your content.

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3. Know the best time to publish your content across the world

Publishing when your audiences are active online can give your organic visibility a major boost.

But how do you know the right time to publish?

If you're like roughly 40% of marketers, you rely on the trial and error method, which is often inaccurate and time-consuming.

With Socialbakers PrimeTime, you can eliminate guesswork from your content creation process, and publish at the most optimal time to maximize visibility and engagement.


How does this work?

We give you accurate recommendations tailored to each of your Facebook profiles, so you know exactly when you should publish. Our smart heatmap will show you the best time of the day and week to post your content and the share of total impressions you could earn.

This way, you can enhance your social media posting schedule with data-based insights and get the most from every piece of content you publish.

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4. Post to all your social media profiles and target content from a single solution

For those who need to post content to numerous profiles, a multi-platform publishing tool can be a real life-saver. A tool like this is also the only way to scale your content strategy.

Just imagine how much time you'd need to spend on publishing to each page separately!

Socialbakers multiplatform publishing tool allows you to publish to Facebook, Instagram, Twitter, Pinterest, and Google+ with a single click. As a result, you can use your time more efficiently on things that need your full attention - for example, creating amazing content.

But before you hit the "publish" button, it's important that you make sure your content gets in front of the right audience - something we can help you out with, too.

Our tool allows you to target your organic Facebook posts to the right audience segments straight from the publishing interface. As a result, your followers always see relevant content, which helps to increase your engagement and brand affinity.

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3. Monitor your results to improve your social media posting schedule

Social media is a fast-changing environment. As platforms keep rolling out new content formats, your followers' preferences shift - and here's an example to illustrate our point:

Just a little over two years ago, the Stories format didn't exist on Instagram, meaning marketers were creating their content only for the newsfeed.

However, after the release in August 2016, Instagram Stories took off and now generate as much as 37% of brands' total interactions on the platform:

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You've probably already figured what Stories meant for marketers: they had to review their Instagram content strategy and tweak their posting schedule.

Now, that's why you need to keep your finger on the pulse. Monitoring your results and optimizing your social media posting schedule accordingly is the best way to get the most value from your publishing activities.

Another important reason why your monitoring and reporting need to be in sync is to ensure a fast feedback loop between departments. To assure your efforts are in the right place, your teams need to be aware of what's working as fast as possible.

Which content performance metrics should you keep an eye on?

1. Engagement overview - track how many interactions your posts receive each day, week or month, so you're able to quickly identify and fix the underperformers.

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2. Number of interactions per 1,000 fans - understand the share of your audience that's actively interacting with your content. If this number is low, it might mean your content isn't relevant to your audience personas - that's why it's important that you frequently analyze your following to stay up-to-date with their interests.

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3. Top-performing posts overview - see which posts accumulated the most interactions and replicate their most successful elements (such as certain topics, formats, timing or targeting) in your future content.

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Monitoring these three metrics will give you a good insight into the effectiveness of your current publishing strategy. They will also allow you to draw actionable conclusions you can use to schedule posts on social media even more successfully.

The Takeaway

Building an efficient social media posting schedule might not be easy - but it's something worth your time and budget. Publishing quality content on the right platform, at the right time and to the right audience can amplify your brand's voice and put you in the limelight of the social media marketing world.


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