Social Media Magic — Planning Your Posts

I am a planner.  All of my friends and family would tell you so.  I pack at least several days before leaving for a trip.  I save money ahead of time for special purchases.  I like to plan.  It makes me happy.

This is one of the reasons I’m good at what I do.  An effective social media strategy requires a lot of planning.  There are a lot of ways to assist with planning posts to social media channels.  Buffer, Hootesuite, and Bronto are just a few online programs you can use to schedule your posts.  But before you start plugging your posts in, I’d recommend a good, old fashioned editorial calendar.  They work great for planning everything from blog posts to tweets.  You can make your calendar as elaborate as you like, but a straight-forward list can be quite useful — especially when you’re in the first stages of planning a campaign.

For the purposes of education, I’ve put together a purely hypothetical list that will focus on Walt Disney World’s (WDW) Magic Kingdom during the month of August 2014.  When thinking about this list, I’ve set some goals, which are important for any social media campaign.  Looking at WDW’s Twitter feed, I’ve noticed that they’ve been focusing heavily on using the hashtag #FrozenSummer.  This is a clever way to engage folks, using the success of the worldwide phenomenon the movie, “Frozen,” coupled with the excitement of visiting WDW during the summer.  And let’s face it: anyone visiting WDW in the heat of the summer could use some reminding of cooler temperatures.  So, for the sake of this hypothetical list, I will also focus on using a hashtag, promoting themed posts by using it.  Using a hashtag would allow me to track my results, and it also helps me to engage social media users when they post using it.

WDW is known for it’s fanatical fans, so I’m going to set a goal to try to engage all users — not just current guests.  WDW already does such a great job of promoting and listing it’s times and events to guests.  They hand out maps.  They have handouts of showtimes and special character meetings given out by the handful upon entry to their parks.  They even have a fabulous new app guests can use.  I am not going to use social media as yet another calendar for them.  That would be redundant and, as their social media marketer, wouldn’t best serve my “client.”

Tech-savvy guests will certainly be interested in participating in social media during their stay, but to focus solely on them would be to ignore the hoards of Disney fans at home wishing they could be there too.  So, my main goal for this hypothetical campaign would be to engage fans who are not currently at WDW along with those who are currently guests.  Getting those fans back to the Disney website, so they can start thinking about and planning their next visit would be ideal, so I’ll include shortened urls in posts that will link back to the Disney website.

My secondary goal is to promote some of the lesser known things to do at the Magic Kingdom that are no less magical than the headliners, and I’ll be using the hashtag #MagicalSummer to do this.  I’ll group lesser-known Magic Kingdom experiences along with those sought-after ones, using the hashtag #MagcialSummer with all of them, thereby grouping them in the same category for both fans and current guests.

While a comprehensive social media strategy would focus on many platforms with multiple posts per day, I’m just going to focus on the two most popular channels, Facebook and Twitter, giving one example per day.  Remember when planning posts to count your characters, and I don’t mean the Seven Dwarfs.

Note: When I list a photo, it is for the Facebook post.

Friday, August 1st

Facebook:  Don’t forget to make a wish during tonight’s Wishes Nighttime Spectacular fireworks show! What would your ultimate Disney wish be? http://bit.ly/L1qazf #MagicalSummer

Twitter:  Don’t forget to make a wish during tonight’s Wishes Nighttime Spectacular! What would your wish be? http://bit.ly/L1qazf #MagicalSummer

Saturday, August 2nd

Facebook: Hades and his cohorts could spell trouble! Defeat the villains in the Sorcerers of the Magic Kingdom game, and let us know who your favorite Disney villain is! http://bit.ly/1jvs5dW #MagicalSummer


Twitter: Defeat the villains in the Sorcerers of the Magic Kingdom game! Who is your favorite Disney villain? http://bit.ly/1jvs5dW #MagicalSummer

Sunday, August 3rd

Facebook: Who is your favorite miner? Don’t miss the new Seven Dwarfs Mine train ride in the all new Fantasyland! http://bit.ly/1lUpM6p #MagicalSummer

Twitter: Who is your favorite miner? Don’t miss the new Seven Dwarfs Mine train ride in the all new Fantasyland! http://bit.ly/1lUpM6p #MagicalSummer

Monday, August 4th

Facebook: Have you mastered your skills at the Frontierland Shootin’ Arcade? Which Disney character would you most want to beat?  http://bit.ly/1kTmn24 #MagicalSummer

Twitter: Which Disney character would you most want to beat at the Frontierland Shootin’ Arcade? http://bit.ly/1kTmn24 #MagicalSummer

Tuesday, August 5th

Facebook: Have you seen the funny things written on the tombstones at the Haunted Masion? What is the best way to pass the time while waiting in line for attractions? http://bit.ly/1flgNUq #MagicalSummer

Twitter: What is the best way to pass the time while waiting in line for attractions? http://bit.ly/1flgNUq #MagicalSummer

Wednesday, August 6th

Facebook: Have you been to the Laugh Floor? It’s a great place to giggle and guffaw with the character from Monsters, Inc., and Monsters University! Tell us the silliest joke you heard there! http://bit.ly/1la3RHK #MagicalSummer

Twitter: The Laugh Floor is a great place to giggle & guffaw with characters from Monsters, Inc. & University! http://bit.ly/1la3RHK #MagicalSummer

Thursday, August 7th

Facebook & Twitter: Need to cool off?  Enjoy a “Hare-Raising” Adventure” on Splash Mountain! http://bit.ly/1a7Dmyb #MagicalSummer

Friday, August 8th

Facebook & Twitter: What’s your favorite stop on Tom Sawyer’s Island? Adventure awaits! http://bit.ly/1cflzDW #MagicalSummer

Saturday, August 9th

Facebook & Twitter: Are you remembering some of your favorite Magic Kingdom memories? Let us know your favorites! #MagicalSummer

Sunday, August 10th

Facebook & Twitter: Do you know what Frontierland attraction was one of the last Walt Disney personally helped build? http://bit.ly/1cfhobk #MagicalSummer

Monday, August 11th

Facebook & Twitter: Did you know you can sign up for FastPasses for your upcoming Magic Kingdom visit right from home? http://bit.ly/1i5Zhp6 #MagicalSummer

Tuesday, August 12th

Facebook: Have you heard of the Dapper Dans? This barbershop quartet can be seen on Main Street U.S.A. What song of theirs is your favorite? http://bit.ly/1tGlYth #MagicalSummer

Twitter: The Dapper Dan barbershop quartet can be seen on Main Street U.S.A. Which song is your favorite? http://bit.ly/1tGlYth #MagicalSummer

Wednesday, August 13th

Facebook & Twitter: Who is your favorite president? Come see him at our Hall of Presidents! http://bit.ly/1ceXdui #MagicalSummer

Thursday, August 14th

Facebook & Twitter: What are you most excited to see in the new Fantasyland? http://bit.ly/1m5V1Fy #MagicalSummer

Friday, August 15th

Facebook & Twitter: What was the first ride you ever rode in the Magic Kingdom? Teacups or Dumbo? #MagicalSummer

Saturday, August 16th

Facebook: Do you have a photo from this iconic Magic Kingdom spot? If you could choose any two Disney characters to be in another Partners Statue, who would you choose? #MagicalSummer

Twitter: If you could choose any two Disney characters to be in another Partners Statue, who would you choose? #MagicalSummer

Sunday, August 17th

Facebook: Do you have what it takes to be a pirate? Do your best pirate impression at Captain Jack’s Pirate Tutorial and share your photos here! http://bit.ly/1m928gA #MagicalSummer

Twitter: Do you have what it takes to be a pirate? Share with us your best pirate impression at Captain Jack’s Pirate Tutorial! http://bit.ly/1m928gA #MagicalSummer

Monday, August 18th

Facebook & Twitter: What do you think of the new Be Our Guest Restaurant? http://bit.ly/19088bR #MagicalSummer

Tuesday, August 19th

Facebook & Twitter: Cool off at the nostalgic Plaza Ice Cream Parlor! One scoop or two? http://bit.ly/1scTSnG #MagicalSummer

Wednesday, August 20th

Facebook & Twitter: What is your favorite attraction to FastPass in Magic Kingdom? http://bit.ly/1i5Zhp6 #MagicalSummer

Note: Use collage of atttractions

Thursday, August 21st

Facebook: Have you ridden Buzz Lightyear’s Space Ranger Spin? What was your high score? Who’s score would you most want to beat? http://bit.ly/1d8iG3I #MagicalSummer

Twitter: Who’s score would you most want to beat on Buzz Lightyear’s Space Ranger Spin? http://bit.ly/1d8iG3I #MagicalSummer

Friday, August 22nd

Facebook & Twitter: Learn secrets of the Magic Kingdom while on a tour! Where have you seen Hidden Mickeys? http://bit.ly/1r7isGl #MagicalSummer

Saturday, August 23rd

Facebook & Twitter: What are your favorite things to do during #ExtraMagicHours? Did you know it’s a great time to meet Disney characters? #MagicalSummer

Sunday, August 24th

Facebook & Twitter: Dance with some Super characters from Disney Pixar’s The Incredibles!http://bit.ly/U2L0lE #MagicalSummer

Monday, August 25th

Facebook: Christmas is just 4 months away! It’s never too early to visit Ye Old Christmas Shoppe. What’s your favorite Disney ornament? http://bit.ly/W2f2Yi #MagicalSummer

Twitter: Christmas is just 4 months away! What’s your favorite Disney ornament? http://bit.ly/W2f2Yi #MagicalSummer

Tuesday, August 26th

Facebook & Twitter: Who is your favorite Disney Princess? You can be transformed into her at the Bibbidi Bobbido Boutique! http://bit.ly/1dwJpNa #MagicalSummer

Wednesday, August 27th

Facebook & Twitter: Who did you first ride Space Mountain with? http://bit.ly/1fe4fjo #MagicalSummer

Thursday, August 28th

Facebook: Which Magic Kingdom land would stay in all day if you could only visit one? Adventureland, Fantasyland, Frontierland, or Tomorrowland? #MagicalSummer

NOTE: Include map of Magic Kingdom

Twitter: Which Magic Kingdom land would stay in all day if you could only visit one? #MagicalSummer

Friday, August 29th

Facebook & Twitter: Meet Anna and Elsa at the Princess Fairytale Hall! Who’s your favorite? http://bit.ly/1qvFIu2 #MagicalSummer

Saturday, August 30th

Facebook & Twitter: When did you first ride Big Thunder Mountain? What’s your favorite part? http://bit.ly/1aSnq0w #MagicalSummer

Sunday, August 31st

Facebook: Do you have a memorable Magic Kingdom moment? We love the flag-lowering ceremony where a special guest is selected to participate each day. http://bit.ly/1oVcx3O #MagicalSummer

Twitter: Have you seen the flag-lowering ceremony where a special guest is selected to participate each day? http://bit.ly/1oVcx3O #MagicalSummer

So, by now, I’m sure you have a good idea of how to start planning your social media strategy across multiple channels.  I’d encourage cross-promotion, always remembering you want to bring users back to your website and engage with them whenever possible.

What are your favorite tips and tools for planning in social media marketing?

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s