Better Social Media Management

The internet is simply amazing. Finding and sharing information has never been faster or easier in
our lifetimes. Our ability to communicate has been transformed by the internet. When was the last
time you sat down with a pen and paper and wrote someone a letter? We’re easily 15 years down the
internet road and it keeps growing in complexity. Twitter, YouTube, Facebook, Instagram, Pinterest and
Foursquare, are only a small glimpse of what the Internet has to offer us.

If you’ve jumped on the Social Media bandwagon or if you’re still getting around to it, you’ll want to
pay attention. You may be one of many dealers running the race, trying to keep up, but feeling tired
and maybe even overwhelmed. You’re not alone. Too many people think that to be successful in social
media, you need to get on every platform available, make a lot of friends and let it ride. Unfortunately,
that couldn’t be further from the truth. To find success, Social Media must be managed, and one of
the most effective methods to use is commonly referred to as an Editorial Calendar. Using an Editorial
Calendar helps you keep track of important performance indicators, which enables proper Social Media
management.

An Editorial Calendar is created in spreadsheet format with several columns. A basic example would
include these columns:

Date – This will help you track the speed of engagement and is important for historical reference
Topic – An example would be a video or article explaining the advantages of economy cars
Department – You’ll want to keep track of which department the content is intended to benefit
Writer – Who is responsible for the content creation?
Notes – This is where you want to record engagement rates. Clicks, views, calls…
Distribution – Where is the content being published? (Facebook, Twitter, YouTube, etc…)

Ultimately, you want the data in your Editorial Calendar to facilitate better decision-making. Not only
will it help you prepared for and anticipate your content needs, but you’ll end up discovering what
topics have better engagement rates than others and which person on your staff creates the most
valuable and engaging content. You’ll also identify which departments need more attention.

Although editorial calendars aren’t commonly referenced in association with the auto industry, it’s
the easiest way to manage your social media interaction, which has becoming hugely relevant for
dealers. Creating these calendars is the first step to stronger interaction, and then of course, potentially
developing your social media strategy to track lead generation. Until then, get busy with your Editorial
Calendar!

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