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This article was originally published in 2019 and is part of our annual countdown to PR Daily’s Most Viewed Stories.
Public relations professionals agree that social media is essential to their work.
Your social media channels are a crucial part of your content distribution strategy and an important way to stay connected to your consumer base. These tools have their own letter (S) in the PESO model – denoting paid, earned, shared, and owned media – which many PR professionals have embraced amid tectonic shifts in the media landscape.
However, industry insiders will tell you that it’s not enough to blurt out your thoughts on your Facebook page and wait for consumers to click. With the evolution of algorithms and the decrease in organic reach found across all platforms, your strategy needs to be focused and specific or you won’t see results.
Even if you get results, you need to validate them with your bosses and clients, or you risk losing money in your budget.
So how do you keep everything straight?
It starts with a social media editorial calendar. This calendar should follow your organization’s goals for its online channels and help you schedule daily posts to ensure an optimal content mix.
First of all
Before you start wasting your hours creating witty jokes to share on Twitter, you need to identify your social media goals.
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