To Post or Not Post: Why it’s okay to stray from your content calendar

Jill Baker • September 10, 2020

Your content calendar is finished. It’s been through several rounds of edits, and it’s finally approved. Each post is tailored to the specific platform’s audience, and then something out of your control happens such as COVID-19, national protests, or the death of a prominent figure. What do you do? Do you move forward with the planned post or switch gears and post content relevant to recent events? Here are a few tips to help decide if you should post as scheduled or halt production. 

A content calendar is a document that organizes social media posts by platform. It includes both evergreen content that can be posted any day and timely content that needs to be published while it’s still relevant. A content calendar organizes your ideas to ensure that the posts will align with your brand. However, these content calendars are subject to change. It’s important to stay up-to-date on current news and events so that you can alter your content as needed to prevent your organization from appearing tone-deaf. In today’s current climate, social media managers need to be extra careful when scheduling content in advance. 

Determine if your Audience is Affected 

When deciding to publish content or pause social media efforts, consider your target audience. If the trending topic causing a social media storm isn’t in any way related to your industry, or your target audience, you should be in the clear to continue as scheduled. 

Halting Scheduled Content

The first step during a crisis, pandemic, or social media storm is to halt scheduled content. While scheduling content can be an efficient way to save time and post consistently, the topic of your content must always be your first priority. For example, posting a planned post during a social media blackout might be misconstrued.

Focus on day-to-day Content 

These are unprecedented times – our social media strategy needs to adapt to the world we’re living in. Remember it is okay to stray from your planned content and focus on publishing relevant content on a day-to-day basis.

Protect your Brand

The public will remember how your company or organization responds during a crisis. Ensure that each interaction and post aligns with your mission and values.

Managing social media requires flexibility. Being a social media manager is much more in-depth than posting on Twitter or Facebook. The role involves monitoring social media to see what is being said about your organization, the industry as well as national news and trends. 

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