Leveraging an Internal Editorial and Social Media Calendar

One of the key takeaways from the Jewish Day School Social Media Academy is the importance of being organized with your social media, website stories and respective school themes. As a result, Gann Academy created an internal editorial calendar between the Director of Marketing Communications and the Web and Social Media Specialist.

This Google calendar, which can be accessed, edited and modified by both users, has been beneficial because:

  • Gann Academy regularly posts 2-3 feature stories on its website about what students are doing, alumni stories, Tikkun Olam efforts, sports and general news and announcements. The editorial calendar organizes said stories’ publish dates and which week they’ll run.
  • Gann Academy is frequently posting on Facebook, Twitter, Instagram and more. However, for the bigger campaigns we utilize the editorial calendar as reminders of when to post on social media.  Also, the calendar helps keep a time frame in mind if a campaign has a certain start and end date.
  • For guest speakers and certain events, the editorial calendar informs us of the coverage needed. This helps manage time and, more importantly, keeps a deadline to post information in a timely manner so it doesn’t become old news.
  • Gann Academy has particular campaigns and themes and our news stories reflect that. The editorial calendar helps us ensure that the themes and editorial content match together in the correct week.
  • The calendar creates cohesiveness between internal staff and gives a foundation about what projects are being worked on, what might be a valuable idea and what needs to be done on deadline.
  • The editorial calendar helps create newsletters. At Gann, we have a Weekly Newsletter that goes out each Sunday morning. Looking back at the calendar serves a reminder of which content can be pulled in and what will work in later newsletters.

While schools have an external calendar for the public to see, the internal calendar provides a month-by-month — or week-by-week — landscape of what you intend to cover. What's more, the calendar is a valuable tool to look back of what you covered and how you can improve on it for the next time around.

The last point is that the calendar does not have to be anything fancy. It can be Google, Excel, your email client or even a sizeable whiteboard so long as it can be accessed by the correct staff.

For more learning on this theme, check out these other editorial calendar examples which plan around monthly content themes, various people on a team, or by channel.

Blog post and Excel download: http://www.bobangus.com/free-editorial-calendar-template/

Another Excel template to download.

What criteria are important for your social media planning and calendaring?  

Craig Byer is the Web and Social Media Specialist at Gann Academy in Waltham, MA.  Gann Academy has been participating in the 2012-13 Jewish Day School Social Media Academy generously funded by The AVI CHAI Foundation.  Interested in joining the 2013-14 Academy or sponsoring schools in your area to join?  Contact Lisa Colton.

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