Why planning too far ahead in social is a really bad idea

I create social strategies for clients on a regular basis. I like to plan ahead, but there’s a limit. So when I’m asked by client to deliver a full year’s editorial calendar for their social channels, I just have to say no.

Mind you, I have some of the most brilliant clients out there. They just sometimes don’t understand why asking for a social editorial calendar a year ahead of time is an odd request.

Here’s what I tell them (feel free to tell your clients this as well if they ask :)

First, relevancy is vital.

Some of the best social posts play off of current events, memes, and trends. No one knows a year in advance what will be culturally relevant. Developing an editorial calendar more than 8 weeks in advance is therefore a very bad idea because it will feel static. Even recently developed editorial calendars should be revised as needed to feel relevant.

Second, no one can predict the future.

I’ve been working in the social space for more than 20 years, and even with all of my experience and a thorough, strategic approach, there are features that don’t do as well as I thought they would. Keeping an eye on analytics and constantly optimizing content is a must for success. In fact, I’ve created new content features months into a social engagement, based on behaviors we were observing after we launched.

Third, social is a living, breathing entity.

To succeed, you must be present. If you have a “plug-and-play” attitude, it will show. The idea of planning a year ahead worked when mass media ruled and advertising agencies pushed one-way messages via three big networks. But times have changed, and unless you want to come across as outdated, you must stay in the game.

So here’s to remaining relevant, paying attention, and being present!

Until next time, we well, and think big!