Social Media Strategy

Here is a collection of my research into social media strategies.

My favorite site I came across when looking to strategies was Buffer Socials. It had a number of different articles related to this topic and I found a lot of useful information to build an understanding to my own social media strategy.

5 benefits to mapping out your social media content

  1. It helps you maintain a consistent cadence.
  2. You can map time-sensitive content ahead of time.
  3. You’ll take your social marketing out of a silo.
  4. It serves as a system of record.
  5. It enforces the “411 Rule.”

Here’s a bit more on each of these benefits.

Consistent cadence. There’s a lot to be said for consistency on social media. In terms of publishing frequency, consistency can help your audience learn when to expect new content from you, and keeping a consistent schedule makes sure you maximize engagement without hitting any lulls or stretches without updates.

Time-sensitive content. Events, holidays, product launches, contests—many of these time-sensitive events can be planned ahead of time and placed on a calendar.

No more silo. When social media happens in real-time, it gets created and published in moments. Planning ahead allows others to become involved in the process, involving a whole team rather than a narrow silo of one or two social media managers.

System of record. Keeping a calendar gives you something to refer to later. You can track back on the updates you posted, and you can review your posting cadence and rhythm from one period to the next.

The 411 Rule. This rule refers to a ratio of sharing on social media—4 educational and entertaining posts for every 1 “soft promotion” and every 1 “hard promotion.” I’ll get into some additional ratios next.

  • 4 pieces of relevant, original content from others
  • 1 retweet for every 1 self-serving update


Another way of looking at your content is using the Golden Ratio. The Golden Ration creates a balance of what kind of content you are posting to optimize your social media presence but while keeps your brand identity.

Golden Ratio – 30/60/10

Via Rallyverse:

  • 30 percent owned
  • 60 percent curated
  • 10 percent promotional

The Golden Ratio social media


The ideal frequency to post to social media

Once you have the general framework for the content you’ll plan, the next step is to figure out the ideal frequency for your posts. Your schedule figures to be unique based on your specific audience. That being said, there’s been some neat research on frequency that might give you a place to start.

We collected a number of studies on the best frequency for the top social media sites. Here’s what we found:

  • Post to Twitter at least 5x a day. If you can swing up to 20 posts, you might be even better off.
  • Post to Facebook up to 2x a day.

This I found interesting but In my own experiments I have also found that different pages for differnt subjects work differently of social media. I will need to do more trail and error posting before coming to a solid conclusion on how much I can post on each site.


3 Ways to Schedule a Week in Advance

1. Batch the process.

Pick a day of the week for scheduling, and spend that time adding updates to your social media queue. Batching an activity in this way should make it a bit more efficient than dipping in and out of scheduling at random times throughout the week.

2. Upload a series of tweets using a tool like Bulk Buffer.

Add top-performing tweets to a spreadsheet, then upload the file to Bulk Buffer, which will add all the tweets right into your queue. Bulk Buffer does not yet support images, so you’ll need to go into the Buffer app itself to add images later on.

3. Create a content calendar for your social media sharing.

Twitter posted a neat interpretation of what this calendar might look like, identifying different types of tweets that could be scheduled on different days.

social media content calendar

Having scheduled these updates one week in advance, you can then hop in and out during the week to engage with your followers and fans, to share timely articles and new blog posts, and to perform the active, engaged elements of a social media strategy.


After looking at the social media strategy calender I thought I would make my own for myself and my team to look at daily to remind ourselves of the main tasks and ideas for that day:



I also made a little poster of Entrepreneur birthdays to add to the calendar so we don’t forget to talk about these on our social media pages.

Simon Cowell October 7, 1959.jpg



Here is an example of a post I could use across all my social media channels



Here Is a very basic template of when to post content on the main social media channels:


I like this graphic as it is easy to understand and can help motivation and help undertand  your audience.

I collected some data myself to build my own relevant to my audience and the social media channels I will be using:


  • “The three biggest usage spikes tend to occur on weekdays at 11:00 a.m., 3:00 p.m. and 8:00 p.m. ET.”


  • “The busiest hour on Twitter is the 13th hour of the day, or around 1 p.m”
  • “According to Sysomos, Twitter’s peak times are between 11 a.m. and 3 p.m.”


    • “Sunday: 5:00 p.m.
    • Monday: 7:00 p.m. & 10:00 p.m.
    • Tuesday: 3:00 a.m. & 10:00 p.m.
    • Wednesday: 5:00 p.m.
    • Thursday: 7:00 a.m. & 11:00 p.m.
    • Friday: 1:00 a.m. & 8:00 p.m.
    • Saturday: 12:00 a.m. & 2:00 a.m.”



Here I have developed my own by using

  • the information above about social media popular times
  • “the ideal frequency to post to social media” seen above
  • and also my calender example seen above



Furthermore the articles by ‘Buffer Socials’ also talk about using social media apps and tools to help organise and build your social media posts.

7 tools for organizing and implementing a social media calendar

With a good plan in place, the next step is organizing and implementing. Here’s where you get to have fun with some useful online tools.

  1. Buffer – Simple-to-use, great for scheduling social media posts in advance
  2. Google spreadsheets – Powerful and scalable way to organize and track content
  3. Google calendar – Daily, weekly, and monthly views of a content plan (with color-coded organization options)
  4. Basecamp – Project management tool that can be repurposed for social media
  5. Trello – Add content to boards and cards, and drag-and-drop to reorder and organize
  6. Wunderlist – To-do list app
  7. Todoist – To-do list app