[PODCAST] How to Plan Social Media Content

How to Plan Social Media Content


JSB Talks Digital Podcast #82

JSB Talks Digital is a weekly digital marketing and social media podcast hosted by author, strategist, consultant, speaker and trainer Joanne Sweeney-Burke. Each Friday Joanne shares her digital marketing and social media insights from her work as CEO of Digital Training Institute. 

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In this episode, I take away the overwhelm that comes with planning social media content.

In this week’s show:

  • Social Media News
    • Twitter refuses to mute Donald Trump and other world leaders
    • Instagram rolls out live video in direct messages
    • Facebook fights engagement baiting
  • I interview Andy Lambert, Director of social media tool ContentCal
  • Shoutouts – three great examples of planned content on social
  • Ask JSB
  • In JSB’s column, the secret to successful social media content planning
  • Find out what social media tool saved my working week

Listen now:

LISTEN: How to Plan Social Media Content | Featuring @Andy_R_Lambert #JSBTalksDigital #Podcast #SocialMedia Click To Tweet


Social Media News

Twitter refuses to mute Donald Trump or other world leaders

Twitter says it will not mute world leaders on its platform because its purpose is to “is to serve and help advance the global, public conversation.”

It comes following a controversial tweet published by US President Donald Trump about North Korea and nuclear buttons.

Twitter is already on the record as stating that controversial tweets are evaluated on the basis of whether they are ‘in the public interest’ and ‘newsworthy’.

It seems that Donald Trump’s tweets are newsworthy, because they make mainstream news bulletins and newspapers on a daily basis.

Francis L Holland Tweet

Twitter users condemned the tweet and asked that President Trump’s account be taken down as his tweets were endangering the world and violating Twitter’s policy banning threats of violence.

But Twitter responded by saying:

“Elected world leaders play a critical role in that conversation because of their outsized impact on our society.

Blocking a world leader from Twitter or removing their controversial Tweets, would hide important information people should be able to see and debate.

It would also not silence that leader, but it would certainly hamper necessary discussion around their words and actions.

We review Tweets by leaders within the political context that defines them, and enforce our rules accordingly. No one person’s account drives Twitter’s growth, or influences these decisions.”


Instagram rolls out live video in direct messages

Instagram has rolled out live video in direct messages allowing users to co-watch private clips.

With Instagram Direct, you can send messages, photos and videos to one or more people. Messages won’t appear in Feed, search or your profile.

Instagram Live Direct Message

Source: techcrunch.com

In order to use the new feature users can tap the Direct icon which is at the bottom of the screen.

When self-recording live video it can only be viewed by friends who are online at the time. Viewers are able to comment and react to the video.

Co-watching videos with friends works the same way. Users can disable live video sharing using the Stories setting.

To send a message using Instagram Direct:

  1. Tap the paper plane icon in the top-right corner or swipe left from anywhere in Feed.
  2. Tap the plus sign icon in the top-right corner.
  3. Select people you’d like to send a message to, then tap Next.
  4. Type a message. You can also tap the camera icon to take and send a disappearing photo or video, or image icon to select a photo or video from your library.
  5. Tap the arrow icon or Send.


Facebook fights engagement baiting

Hands up if you hate ‘like’ and ‘share’ on Facebook? Hands up if you hate ‘Like this post if you are female and a mother’. These types of posts are known as Engagement Baiting and Facebook is stamping it out!

Users try to take advantage of the Facebook algorithm to extend reach and increase engagement rates, however, according to Facebook, they will now we demote individual posts from people and pages that use engagement bait.

“To help us foster more authentic engagement, teams at Facebook have reviewed and categorized hundreds of thousands of posts to inform a machine learning model that can detect different types of engagement bait. Posts that use this tactic will be shown less in News Feed.”

Facebook fights engagement baiting

Source: Facebook

Marketers, it’s time get creative and be original. By understanding your audience, you won’t need to use these lazy tactics!

Facebook also says it will:

demote posts that go against one of our key News Feed values — authenticity. Similar to our other recent efforts to demote clickbait headlines and links to low-quality web page experiences, we want to reduce the spread of content that is spammy, sensational, or misleading in order to promote more meaningful and authentic conversations on Facebook.”

Facebook fights engagement baiting

Source: Facebook

Interview | Andy Lambert

Andy LambertIn this episode, I interview Andy Lambert. Andy is Director and one of the founding team members of ContentCal.  

Having initially started as a social media agency, they launched their social media planning software product in December 2016, which now boasts over 3,500 users, including Honda, Oxford University and Royal Mail.

Listen to our chat:

My favourite quote from our chat

Andy Lambert Quote


Shout-Outs: Three great examples of planned content

In this part of the show I give shout-outs to individuals, organisations or brands that are remarkable online and worth talking about.

In this episode, I’m giving shoutouts to three brands who plan with precision on social media! I’ve chosen three completely different brands in this week’s segment.

1. Safefood

While I am very skilled at digital marketing, my cooking skills are not so hot! So, you can imagine my excitement when on Christmas Eve I see an ad in Facebook Messenger for ChefBot! Yes ChefBot! The Safefood bot to help avoid culinary chaos at Christmas!

ChefBot belongs to Ireland’s Safefood agency who have the to promote awareness and knowledge of food safety and nutrition issues.

Let’s just say he saved Christmas dinner in my house!

Ad ad appears in my Messenger box

Ad ad appears in my Messenger box

I need to find out how long to cook my 10lb turkey!

I need to find out how long to cook my 10lb turkey! 

And friendly reminders on Christmas Eve and St. Stephen’s Day with advice about washing your turkey and using leftovers!

And friendly reminders on Christmas Eve and St. Stephen’s Day with advice about washing your turkey and using leftovers!

This is a perfect example of content planning – relevance, understanding your audience, engaging and informing and knowing when it’s appropriate for your brand to step into a personal moment.


2. Adidas

What I love about Adidas is that their Instagram feed tells a story about a lifestyle and it is so well executed we forget that they are ultimately trying to sell to us.

Adidas Instagram

It’s clear that Adidas’ photos are planned and choreographed to tap into the mood and mindset of its ideal audiences. We can certainly learn from their visual storytelling.


3. Spotify 

Spotify uses its data really well and in an end-of-year special campaign they informed and entertained us with social graphics telling us what songs users listened to most.


In a clearly well-planned campaign, the music streaming service blasted out on social that in:

2017, you listened for 17,734 minutes, to 2,172 different songs and 1,440 different artists. Along the way, you explored four genres.”

Spotify also uses its data to stay on trend with what users care about and what music and artists are trending by creating seasonal videos and even ‘“fake news” lyrics.



In this part of the show I bring the voice of my listeners onto the podcast.

Today’s question is from Kate who works in the event management industry:

“Should you really consider a social media management tool. Isn’t it just better to post on the fly, isn’t that more authentic?”

Kate, the short answer is yes and no!

Yes, you should use a social media management tool if you are a busy marketer. Using a publishing tool does not take away your authentic voice. Isn’t it your voice speaking to your audience at the right times, but when you can be doing other important marketing tasks. Planned and scheduled content also allows you the space to have real-time conversations that require your full attention.

Have a planned content calendar so you can see what content you are going to post over the course of a week, two weeks or even a month. This content should align with what’s happening in your industry and in your business, and if you are on top of your game you will have your finger on the pulse of both!

Planned and scheduled content also allows you the space to have real-time conversations that require your full attention | #JSBTalksDigital #Podcast #SocialMedia #ContentPlanning Click To Tweet

Don’t forget if you have a burning social media or digital marketing question, simply click on digitaltraininginstitute.ie/askjsb and leave me a voicemail. You can also send me your question on any of our social networks

Listen to my answer to Sharon’s question:


JSB’s Column | The secret to successful social media content planning

JSB with Lucy Hall's Social Media Planner

In today’s JSB column, I unravel the myths about scheduling and planning social media content and give you my top tips on how to be a social media whizz – relevant, targeted, engaging, human and authentic.

I have to start this column by giving Lucy Hall a big shout out! Lucy has created the Social Media Planner. 

Here’s how to plan your content:

  • Audience research
  • Social listening
  • Seasonal events
  • Industry trends
  • What’s happening in your business
  • Supporting media – photos, graphics, videos, gifs, live broadcasts
  • Ecosystem
  • Times to publish
  • Re-purpose according to platform best practice
  • Plan your ad budget
  • Write copy, design graphics and produce videos
  • Send draft copy to your client, team members and other experts for input and sign-off

Now it’s time to publish and measure and iterate based on what you are learning!

If you would like help with developing your social media calendar then get in touch! Simply drop me an email to [email protected].

Top tips on how to be a social media whizz and effective content planner | #JSBTalksDigital #Podcast #SocialMedia #ContentPlanning Click To Tweet


Social Media Tool of the Week | Talkwalker Alerts

The tool that saved my working week is Talkwalker Alerts and it’s completely free.

Do you know when somebody is talking about you, your brand, organisation or campaign? Are you taking the social media temperature of relevant topics and conversations and using such insights to influence your online communications?

I have been using Talkwalker Alerts for the past month. I’m currently writing a blog post on how it has helped me shape a chapter for my book as well as giving me ideas for a series of podcast, vlog and blog content for my community.

Talkwalker Alerts is a free tool from the guys at Talkwalker, and alternative to Google Alerts.


Talkwalker Alerts vs Google Alers


You can monitor the Web for interesting new content about your name, brand, competitors, and it even tracks Twitter mentions.

Talkwalker Alerts are an easy and free alerting service that provides email updates of the latest relevant mentions on the Web directly to your email box or RSS feed reader.

Find out more at www.talkwalker.com/alerts


I love feedback

I’d love to know what you think about this episode. So please get in touch by commenting below or tweet me @tweetsbyJSB or send me a snap to @jsbsnaps.

Review JSB Talks Digital on iTunes


Listen: JSB Talks Digital Episode #82

I would like to thank Eoghan Murphy aka The Galway Gamer for producing my podcast series and to Flirt FM on the campus of NUI, Galway where I am based for the use of their studio.

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