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Be Flexible

It’s no secret that I’m a fan of the editorial calendar for keeping you organized and on-track with your social media. I was leading a roundtable discussion on the use of Facebook Pages last week when the topic of editorial calendars came up and also adding Facebook updates to them. I’m totally a proponent of laying out when you plan to post to your hub and every spoke that is part of your overall plan.

One thing that struck me was one participant that said their organization only posts to Facebook once a week on Tuesdays based solely on the fact that’s where it is on their calendar. I understand their planning, but what happens if something really great happens or worse they have to address an issue, what then? She seemed a little thrown off that I asked such a question.

Yes, we live in the age of instant gratification which can be hard to keep up with and often leads to burnout, so I’m not talking about that. I’m talking about business and life take place in real-time and we all need to be flexible enough to accommodate it. No, do not crumple up and throw out your calendars, you need them. However, you need to not live and breathe by the calendar. You need to be aware of what is going on in your organization, and if  you need to share certain information sooner rather than later.

Always be looking around you for an opportunity to create content, and not just text-based content. Once you seize the opportunity, ask yourself: “Can this be added to our editorial calendar in the future, or should it be shared now?”

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2 Responses to Be Flexible

  1. Daria Steigman November 16, 2010 at 3:31 pm #

    Wow, I can’t believe any organization would be that rigid. An editorial calendar is great for stuff that can be scheduled, but that’s mostly about what you are pushing out. It should never speak to how you engage with your customers, prospects, and so forth.

    Does that mean that her organization would only answer Facebook queries or blog comments on Wednesdays if that was the scheduled time for that activity? What happens if someone posts a question on Thursday? I’d be pretty peeved if it took a week to get an answer back from a company.And I might just blog or tweet out that frustration too. Engaging in a timely manner isn’t about real-time; it’s about business.

  2. Beth November 16, 2010 at 4:16 pm #

    Daria, I can’t speak totally to their response time but was surprised by their approach. You are totally right though, the conversation doesn’t care about your editorial calendar.