Editorial Plan

The drafting of an editorial plan to manage a strategic presence on social networks is essential if you want to establish an effective and lasting relationship with the target audience, communicate your identity and promote audience engagement.

Creating structured, relevant, engaging, interesting content and, at the same time, monitoring users' reactions, providing them with immediate feedback, requires planning and care that cannot be left to chance. For this it is necessary, in the context of a Social Media Marketing strategy, to adopt an editorial plan: a reasoned planning of the contents that will be uploaded to the various social networks, following a pre-established calendar that respects the commercial Canvass.

The management of the editorial plan requires several stages:

• Preparation: choice of topic, material creation of content, identifying format and tone of voice;
• Publication: uploading of contents;
• Analysis with long, medium- and short-term objectives: understand if a certain type of post works, what is the sentiment on social networks, take action to make improvements. This phase should not be neglected, since it will help us understand if our strategy has brought us new followers, what is our average of likes and comments, engagement, and view rate.

Storytelling, the art of telling a story using the main social channels, is central to any Social Media Marketing strategy, and cannot be based on carelessness and improvisation.

The editorial plan serves precisely to establish a path to follow, taking into account decisive elements for good social management; in fact, it allows you to:

• Understanding which tone of voice to adopt, in reference to the marketing objectives and the type of audience to which it is addressed;
•  Plan a calendar, so as to be constantly present and responsive on social networks, rather than posting and commenting on a one-off basis;
•  Keep track of the content shared in the past and understand which ones work best and which ones need to be reviewed and adjusted;
•  Evaluate different strategies and methods depending on the social network used.

Developing an original storytelling, with which people can identify, is certainly a good way to convey the values, mission and vision of a company, as well as to stand out from competitors.

E-Business Consulting, a marketing agency active since 2003 and with over 18 years of experience, can support your company in managing and choosing the most suitable social networks for your communication needs for the development of the best growth path.