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Most marketers now recognize that social media is integral to an effective inbound marketing strategy. With so many social networks available to us, it's crucial to stay organized and plan for when and what you will share on these platforms.
A social media audit assesses your social media presence, accounts, and engagement so you can see what's working, what's not, and where improvements need to be made. To learn how to conduct a social media audit, click here.
After conducting a social media audit, you should comprehensively understand which channels your audience uses and the kind of content they prefer. You should use your findings to determine which social media channels you'll leverage and the content you'll post.
Marketers might already use Excel for different types of reports and data analysis, but this multifaceted tool is also perfect for social media content calendar organization. Excel can be customized according to the priorities and metrics your team is focused on, so it's a great option for planning.
This free resource can draft social media posts or bulk-upload them into a publishing app to maximize efficiency. (HubSpot customers: You can use this spreadsheet to organize content and upload it directly into Social Inbox. For instructions on this, check out the template's cover sheet here.)
Marketers with small teams and heavy workloads will love this intuitive template. It acts as a social media content planner, tracker, and archive, making it perfect for sharing your social plan with stakeholders and referring to it when you need to repurpose old content.
Here's an example of how a team might use Google Calendar to track their editorial and social media calendars to ensure posts align with new blog content. Multiple teams can easily share these calendars to avoid scheduling conflicts and align campaigns.
With the help of Google Docs, users can keep comments in one place and collaborate on different projects without emailing back and forth or scheduling a meeting. This is a handy feature when editing content for social media, which may need to be drafted and approved quickly.
You're not limited to just one structure, however. Users can customize boards according to their needs. For example, a team could create a board to organize social media posts for a given week on a specific platform or post ideas around a topic, such as a campaign or awareness day.
Trello cards can be assigned to different team members, marked with due dates, and commented on. Users can even customize labels with varying statuses of publication so the entire team can see the progress of their social media posts and when they're due on the calendar. The labels could also indicate different social networks where content is being published.
You can also tag each social post and add notes to track and report your posting strategy and campaigns. Additionally, their publishing suite includes Optimal Send Times, which analyzes your social media data and automatically publishes when your audience is most engaged.
Coming up with social media content ideas can take time and effort. Sprout Social's social listening tool lets marketers like you uncover niche conversations that your audience is interested in. From there, you can join the conversation for brand awareness or start your discussion on the topic to grow your following.
The tool also features yearly, monthly, weekly, and hourly logs, making it easy to track when you're publishing content on social media when you're producing blog content and other team-wide priorities. (Evernote offers customizable templates for each of these that can be downloaded into the app.)
Like Hootsuite, Agorapulse offers social publishing tools and a content calendar to manage your social media accounts easily. This includes scheduling (or rescheduling), queuing, and bulk uploading posts, which is incredibly helpful for teams who use quarterly or monthly content plans.
Not every social team is working for a big agency or client. For freelance content teams who want to stay organized and on time with their social media publishing, ClearVoice offers some of the same great features at a price customized to your team.
This template is very similar to the one seen above, but it includes tabs that work as a repository for content ideas. The template also includes helpful tips for posting on specific social media networks.
Jotform's social media calendar isn't just visually appealing and functional. The tabs at the top reveal your social plan for every channel you execute your strategy on, including in-person or virtual events.
Going a more traditional route with your social media calendar? Try a Google Sheets template like the one created by Firefly Marketing. Each tab is dedicated to a different month, while the worksheet includes every channel you might need across the top.
The rows are separated by a week, so you can quickly identify the date and time a post is scheduled for publishing. Our favorite part of this template is the pre-populated social media holiday column with fun dates that your audience will love.
LinkedIn does not give users the ability to schedule posts. Still, by using third-party software such as Hubspot's social media management tools that are included with HubSpot's Marketing Hub Professional accounts, you can easily create and schedule LinkedIn posts.
Step 3: In the right panel, click LinkedIn. Create your post in the text box, including emojis, hashtags, mentions, tags, and a content link. When using HubSpot's social media management tools, you can only mention or tag LinkedIn company pages, not LinkedIn users.
Americans spend around 2 hours on social media every day, making it a great way to reach out to your business's current and potential customers. It's not enough to know what you want to post; you must also understand why your business posts content.
Posting content to social media can help your business achieve many goals, including raising brand awareness, driving traffic to your website, introducing new products and services to your customers, and even launching rebranding campaigns, to name a few.
Once you know your business's goals, decide what types of content your business will post. Each type of social media content has advantages and disadvantages. For example, blog posts and articles can help your business build credibility, but they can be time-consuming to create. Meanwhile, Tweets can help your business gain consumer insight and hone its brand voice, but Twitter's limit of 280 characters per Tweet means your business may have to use long threads of multiple Tweets to get your message across. Carefully choosing the types of contentyour business will post can help ensure that your content provides value to your audience.
Your business's social media presence should be informed by its content, goals, and target audience demographics. For example, while posting on Instagram may help your business reach a young audience and market goods, the photo and video sharing platform may be a poor choice if you want to increase blog traffic among professionals in your industry. Likewise, a LinkedIn post may help drive traffic to your business's blog but may not help you drive traffic to your online store.
Considering each social media platform's strengths and weaknesses can help you accomplish your business's content goals without wasting time and money marketing to users who are outside of your target audience.
When creating your business's content calendar, account for the engagement patterns for each of your social media accounts to demystify the scheduling process, save time, and get your posts in front of your audience when they are most likely to see them.
Now that we've reviewed a few helpful tools to kick your social media strategy into high gear, it's time for you to experiment with them. The best social media calendar saves you time, streamlines processes, and helps you work smarter, not harder.
Several of the platforms we've suggested are free to use or offer a free trial. Have one person on your team test one out and report their findings. You might find the tool that helps you reach your next social media KPI. Remember, every social media team is different. Combining these tools could help you execute your strategy efficiently to drive ROI.
Lastly, social media bios are SEO-optimized (for most social media platforms). That means the keywords you add to your bio can help your account get discovered through in-app searches and general web search engines.
For Facebook Pages, the bio is found in the About section on your home tab (also in its own separate tab). Facebook gives you a few fields to fill out, including website & contact info, links to other social media accounts, and an additional description box.
Laura Wong is a Canadian social media strategist based in Amsterdam. She is the founder of SchoolofSocial.io, an online platform that helps anyone land their dream social media job. Besides social media, Laura is passionate about travel, photography, entrepreneurship, and finding the best bubble tea in every city she visits.
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