How to Feed the Social Media Content Beast

It can be really challenging to create, manage, and schedule content for your social feeds, especially if you work for a large organization where lots of people are responsible for delivering social media content, but few are actually held accountable for how often you post.

Social Media Beast. Photo: Doug Woods

Here's what I've learned about feeding the content beast:


Mine your email newsletters. If you work in an organization where several divisions publish their own email campaigns, you're in luck. This means each division is already identifying content that's important to them. All you need to do is convert their weekly headlines into social media posts.

Make a schedule. While it's always important that your social media schedule is flexible to accommodate breaking stories, it will give you important piece of mind to know that you have content available each day. Write multiple posts for each piece of content you promote so that you have some to save for later. We live in a 24 hour news cycle, but good stories are still relevant days, even weeks, after their original publish date. 

Repost and Retweet. Social media is a reciprocal environment. Identify partner organizations to your brand that you can share on your own social channels. Use Google Alerts to identify media clips and share those, too.

Share results. One of the best things you can do to motivate your organization to provide great content for social media is to show people what it does to support their goals. If you can explain how social media drives web traffic, sales, donations, or other support, you'll get more great content to share.

How are you feeding the content beast? Please share.

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