The Official Blog for Intrado’s TeleVox Solutions


The Official Blog for Intrado’s TeleVox Solutions


West Corporation

Posted on April 4, 2019 by West Corporation 


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Making A Social Media Content Calendar Work for You—4 Simple Steps

Don’t have a 2019 social media strategy? You’re not alone. Last year was a confusing one for social media marketers, leaving many in a state of paralysis. The Facebook algorithm changes and privacy concerns made businesses question whether or not to use the platform at all. And, keeping up with the ever emerging social media trends on all the platforms can keep your head spinning.

According to the Content Marketing Institute, 92% of content marketers use social media to distribute their content; however, content saturation is making it harder and harder for marketers to get noticed in their clients’ feeds, says a BuzzSumo report. A social media content calendar is your ticket to an organized stream of content that syncs with your overall strategy and goals. Here’s how to make a social media content calendar work for you.

1. Goal Setting: What Are You Trying to Achieve?

The most important thing is to define your goals for the year. Is it reducing no-shows? Are you trying to attract new patients? It’s important that your content and messaging match your goals. Start by making a list of the key goals you want to achieve and a list of the calls-to-action designed to provoke an immediate response. Is it a contest or giveaway about a new product or service? Is it educating patients about appointment reminders to keep them on track with their health and reduce no-shows? Your goals will influence everything from your budget to who you want to target and what social networks you want to use.

Social Media

2. Learn to Be a Social Media Chameleon

You’ve heard the saying “adapt or die.” It’s true for social media. If you want your practice to stay relevant, you can’t rely on the same marketing gimmicks, year after year. Consumer behaviors change, and trends come and go. Before you start creating your social media calendar, you need to figure out who your audience is and what kinds of social media posts and platforms they like, and this can change on a monthly or yearly basis. The easiest way to determine this is to conduct a simple audit of your social feeds and do a little digging into what your patients want to read. First, take a look at past social media posts to see which ones were successful. What posts were clicked on, shared, retweeted, or commented on the most? Second, patient surveys can provide invaluable feedback about what topics, issues and concerns patients care about the most. Figuring out what content resonates with your audience can greatly enhance your social media strategy.

3. Decide How Often to Post on Social

There’s no exact blueprint for a posting schedule. This step depends on some factors like your practice, the audience, the campaign and the social platforms you use. One key thing to remember is not to bombard your audience with too many posts or with ones that are irrelevant or inappropriate. This great infographic from Constant Contact has some good guidelines to follow. Meantime, here are some of the key highlights:

  • Facebook: 3-10 times a week
  • Twitter: at least 5 times a day
  • LinkedIn: 2-5 times a week
  • Pinterest: 5-10 times per day

Your frequency will also depend on the amount of content you can create and how much time you have to devote to posting, especially if you have a team of one. To better gauge if you’re posting often enough, keep your eye out for trends between posting rate and engagement.

4. Create or Find Great Sources to Share

Once you decide what content your audience enjoys and how often to post, it’s time to find the right links to share. If you don’t have enough of your own content to fill your calendar, here are some tools that can help:

  • Mix: A great tool for finding relevant content to share across your platforms. Simply select categories you are interested in, and StumbleUpon will find relevant articles from across the web.
  • Feedly: Aggregates all the publications you are interested in on one stream. You can sort through pieces of content that best fit your business.
  • BuzzSumo: Allows you to type in a keyword string and returns the most socially shared content around the subject.
  • Right Relevance: Lets you discover fresh, relevant content to suit your interests, saves interesting articles, and follows influential experts in the industry of your choice.

Now that you have a process in place, it’s time to fill up your social media calendar. Putting more thought and strategy into your planning will ensure that you’re providing your audience with smart, useful content. Don’t forget to add some of your company’s personality by planning out posts that highlight your company culture or showcase who you are as a brand, such as employee profiles or images and videos of your practice.

To learn more about how to fully harness the power of social media for your dental or healthcare practice, download our white paper Social Media Marketing for Dental Practices.


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