In the fast-paced world of higher education, social media is a vital tool for connecting with students, faculty and the broader community. However, for many, managing social media is a task added to an already full plate. Whether you’re an admin assistant working part-time on social media, a part-time social media manager with no extra resources, or a one-person social media team, getting yourself set up with editorial and content calendars can be your secret weapon to success.

The difference between editorial and content calendars

Before diving into the benefits of content calendaring, it’s essential to understand the distinction between an editorial calendar and a content calendar.

Editorial Calendar: This is the blueprint for your content strategy. It outlines the overarching themes and focuses for each part of the year, aligning with broader organizational goals and campaigns. Think of it as your strategic guide.

 

 

 

Content Calendar: Building on the editorial calendar, the content calendar breaks down these strategies into specific, actionable items. It includes the details of what will be posted, when and on which platforms.

 

By using both, you ensure your content strategy is not only well-planned but also efficiently executed.

Planning far in advance

One of the greatest advantages of using an editorial calendar in higher education is the ability to plan content far in advance. The cyclical nature of the academic year means that many events and activities happen at the same time every year. From fall orientation and winter commencement to spring break and summer session, these recurring events can be planned for well ahead of time. By mapping out these predictable milestones, you can ensure that your content is timely, relevant and well-prepared, reducing the pressure of last-minute planning.

Streamlining responsibilities

For social media managers and marketing generalists, time is limited. Balancing core responsibilities with social media duties requires efficiency and foresight. A content calendar provides structure, allowing you to plan and schedule posts in advance. This proactive approach minimizes last-minute stress and ensures a consistent online presence.

Strategic planning made simple

With a content calendar, you can anticipate and prepare for important events and initiatives. Here are some key elements to include in your editorial calendar for content ideas:

• Campus-Wide Events: Promote key events like orientations, homecoming and graduation to engage the campus community.
• Unit-Specific Events: Highlight departmental seminars, workshops and special projects to showcase the unique aspects of your unit.
• Major Athletics Games: Boost school spirit by featuring major sporting events, game highlights and athlete spotlights.
• MarComm Initiatives: Align social media efforts with marketing and communication campaigns to reinforce your institution’s brand and messaging.
• Academic Calendar: Share important dates such as registration periods, exam schedules and academic deadlines to keep students informed.
• Thematic Year: Build content around institutional themes like sustainability, diversity or innovation to emphasize your institution’s core values.
• Holidays and Observances: Acknowledge and celebrate holidays and observances to add a personal and relatable touch to your social media presence.

Calendaring is an invaluable tool for anyone tasked with managing social media alongside other responsibilities. By leveraging both editorial and content calendars, you can ensure your social media strategy is both strategic and efficient. Integrating key events, MarComm initiatives and seasonal themes into your calendar transforms your approach from reactive to proactive, enhancing your organization’s visibility and freeing up time for your primary duties. Embrace the power of content calendaring and watch your social media efforts thrive, one scheduled post at a time.