Steven Shattuck is VP of Marketing at Bloomerang. As a HubSpot Certified inbound marketer, he is a contributor to Nonprofit Hub, National Council of Nonprofits, Ragan, Social Media Today, Search Engine Journal, The Build Network, HubSpot, Content Marketing Institute and Business2Community. Steven has spoken at national and local conferences, and is frequently interviewed by media outlets for his expertise in digital marketing.
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2015 is almost here, which means you should start thinking about all of your digital strategies—from email to social media, for the year to come.
If you struggle to keep your social media channels active, scheduling out your posts in advance can help you stay on track. It also lets you take advantage of high-engagement days. Here is a rock-solid social media posting calendar and scheduler that your nonprofit can use in 2015:
January:
Welcome to the new year! Get off on the right foot by posting on social media when you have something to say.
Jan. 1 – Post if you have something to say
Jan. 2 – Post if you have something to say
Jan. 3 – Post if you have something to say
Jan. 4 – Post if you have something to say
Jan. 5 – Post if you have something to say
Jan. 6 – Post if you have something to say
Jan. 7 – Post if you have something to say
Jan. 8 – Post if you have something to say
Jan. 9 – Post if you have something to say
Jan. 10 – Post if you have something to say
Jan. 11 – Post if you have something to say
Jan. 12 – Post if you have something to say
Jan. 13 – Post if you have something to say
Jan. 14 – Post if you have something to say
Jan. 15 – Post if you have something to say
Jan. 16 – Post if you have something to say
Jan. 17 – Post if you have something to say
Jan. 18 – Post if you have something to say
Jan. 19 – Post if you have something to say
Jan. 20 – Post if you have something to say
Jan. 21 – Post if you have something to say
Jan. 22 – Post if you have something to say
Jan. 23 – Post if you have something to say
Jan. 24 – Post if you have something to say
Jan. 25 – Post if you have something to say
Jan. 26 – Post if you have something to say
Jan. 27 – Post if you have something to say
Jan. 28 – Post if you have something to say
Jan. 29 – Post if you have something to say
Jan. 30 – Post if you have something to say
Jan. 31 – Post if you have something to say
February:
It’s a short month, so take advantage of every opportunity to post on social media when you have something to say.
Feb. 1 – Post if you have something to say
Feb. 2 – Post if you have something to say
Feb. 3 – Post if you have something to say
Feb. 4 – Post if you have something to say
Feb. 5 – Post if you have something to say
Feb. 6 – Post if you have something to say
Feb. 7 – Post if you have something to say
Feb. 8 – Post if you have something to say
Feb. 9 – Post if you have something to say
Feb. 10 – Post if you have something to say
Feb. 11 – Post if you have something to say
Feb. 12 – Post if you have something to say
Feb. 13 – Post if you have something to say
Feb. 14 – Post if you have something to say
Feb. 15 – Post if you have something to say
Feb. 16 – Post if you have something to say
Feb. 17 – Post if you have something to say
Feb. 18 – Post if you have something to say
Feb. 19 – Post if you have something to say
Feb. 20 – Post if you have something to say
Feb. 21 – Post if you have something to say
Feb. 22 – Post if you have something to say
Feb. 23 – Post if you have something to say
Feb. 24 – Post if you have something to say
Feb. 25 – Post if you have something to say
Feb. 26 – Post if you have something to say
Feb. 27 – Post if you have something to say
Feb. 28 – Post if you have something to say
March:
Help your followers get over the wintertime blues by delighting them with posts when you have something to say.
Mar. 1 – Post if you have something to say
Mar. 2 – Post if you have something to say
Mar. 3 – Post if you have something to say
Mar. 4 – Post if you have something to say
Mar. 5 – Post if you have something to say
Mar. 6 – Post if you have something to say
Mar. 7 – Post if you have something to say
Mar. 8 – Post if you have something to say
Mar. 9 – Post if you have something to say
Mar. 10 – Post if you have something to say
Mar. 11 – Post if you have something to say
Mar. 12 – Post if you have something to say
Mar. 13 – Post if you have something to say
Mar. 14 – Post if you have something to say
Mar. 15 – Post if you have something to say
Mar. 16 – Post if you have something to say
Mar. 17 – Post if you have something to say
Mar. 18 – Post if you have something to say
Mar. 19 – Post if you have something to say
Mar. 20 – Post if you have something to say
Mar. 21 – Post if you have something to say
Mar. 22 – Post if you have something to say
Mar. 23 – Post if you have something to say
Mar. 24 – Post if you have something to say
Mar. 25 – Post if you have something to say
Mar. 26 – Post if you have something to say
Mar. 27 – Post if you have something to say
Mar. 28 – Post if you have something to say
Mar. 29 – Post if you have something to say
Mar. 30 – Post if you have something to say
Mar. 31 – Post if you have something to say
April:
A great way to usher in the springtime with your social media followers is to post when you have something to say.
Apr. 1 – Post if you have something to say
Apr. 2 – Post if you have something to say
Apr. 3 – Post if you have something to say
Apr. 4 – Post if you have something to say
Apr. 5 – Post if you have something to say
Apr. 6 – Post if you have something to say
Apr. 7 – Post if you have something to say
Apr. 8 – Post if you have something to say
Apr. 9 – Post if you have something to say
Apr. 10 – Post if you have something to say
Apr. 11 – Post if you have something to say
Apr. 12 – Post if you have something to say
Apr. 13 – Post if you have something to say
Apr. 14 – Post if you have something to say
Apr. 15 – Post if you have something to say
Apr. 16 – Post if you have something to say
Apr. 17 – Post if you have something to say
Apr. 18 – Post if you have something to say
Apr. 19 – Post if you have something to say
Apr. 20 – Post if you have something to say
Apr. 21 – Post if you have something to say
Apr. 22 – Post if you have something to say
Apr. 23 – Post if you have something to say
Apr. 24 – Post if you have something to say
Apr. 25 – Post if you have something to say
Apr. 26 – Post if you have something to say
Apr. 27 – Post if you have something to say
Apr. 28 – Post if you have something to say
Apr. 29 – Post if you have something to say
Apr. 30 – Post if you have something to say
May:
May has an annual high of five Saturdays. Weekends can have sneaky good engagement for posting on social media when you have something to say.
May 1 – Post if you have something to say
May 2 – Post if you have something to say
May 3 – Post if you have something to say
May 4 – Post if you have something to say
May 5 – Post if you have something to say
May 6 – Post if you have something to say
May 7 – Post if you have something to say
May 8 – Post if you have something to say
May 9 – Post if you have something to say
May 10 -Post if you have something to say
May 11 – Post if you have something to say
May 12 – Post if you have something to say
May 13 – Post if you have something to say
May 14 – Post if you have something to say
May 15 – Post if you have something to say
May 16 – Post if you have something to say
May 17 – Post if you have something to say
May 18 – Post if you have something to say
May 19 – Post if you have something to say
May 20 – Post if you have something to say
May 21 – Post if you have something to say
May 22 – Post if you have something to say
May 23 – Post if you have something to say
May 24 – Post if you have something to say
May 25 – Post if you have something to say
May 26 – Post if you have something to say
May 27 – Post if you have something to say
May 28 – Post if you have something to say
May 29 – Post if you have something to say
May 30 – Post if you have something to say
May 31 – Post if you have something to say
June:
Summer is here! No holidays (sorry, Flag Day), and four full weeks to post on social media if you have something to say.
June 1 – Post if you have something to say
June 2 – Post if you have something to say
June 3 – Post if you have something to say
June 4 – Post if you have something to say
June 5 – Post if you have something to say
June 6 – Post if you have something to say
June 7 – Post if you have something to say
June 8 – Post if you have something to say
June 9 – Post if you have something to say
June 10 – Post if you have something to say
June 11 – Post if you have something to say
June 12 – Post if you have something to say
June 13 – Post if you have something to say
June 14 – Post if you have something to say
June 15 – Post if you have something to say
June 16 – Post if you have something to say
June 17 – Post if you have something to say
June 18 – Post if you have something to say
June 19 – Post if you have something to say
June 20 – Post if you have something to say
June 21 – Post if you have something to say
June 22 – Post if you have something to say
June 23 – Post if you have something to say
June 24 – Post if you have something to say
June 25 – Post if you have something to say
June 26 – Post if you have something to say
June 27 – Post if you have something to say
June 28 – Post if you have something to say
June 29 – Post if you have something to say
June 30 – Post if you have something to say
July:
Even with the 4th of July holiday, there are still plenty of days to make a social media update if you have something to say.
July 1 – Post if you have something to say
July 2 – Post if you have something to say
July 3 – Post if you have something to say
July 4 – Post if you have something to say
July 5 – Post if you have something to say
July 6 – Post if you have something to say
July 7 – Post if you have something to say
July 8 – Post if you have something to say
July 9 – Post if you have something to say
July 10 – Post if you have something to say
July 11 – Post if you have something to say
July 12 – Post if you have something to say
July 13 – Post if you have something to say
July 14 – Post if you have something to say
July 15 – Post if you have something to say
July 16 – Post if you have something to say
July 17 – Post if you have something to say
July 18 – Post if you have something to say
July 19 – Post if you have something to say
July 20 – Post if you have something to say
July 21 – Post if you have something to say
July 22 – Post if you have something to say
July 23 – Post if you have something to say
July 24 – Post if you have something to say
July 25 – Post if you have something to say
July 26 – Post if you have something to say
July 27 – Post if you have something to say
July 28 – Post if you have something to say
July 29 – Post if you have something to say
July 30 – Post if you have something to say
July 31 – Post if you have something to say
August:
With the summer winding down, there are lots of opportunities to post on social media if you have something to say.
Aug. 1 – Post if you have something to say
Aug. 2 – Post if you have something to say
Aug. 3 – Post if you have something to say
Aug. 4 – Post if you have something to say
Aug. 5 – Post if you have something to say
Aug. 6 – Post if you have something to say
Aug. 7 – Post if you have something to say
Aug. 8 – Post if you have something to say
Aug. 9 – Post if you have something to say
Aug. 10 – Post if you have something to say
Aug. 11 – Post if you have something to say
Aug. 12 – Post if you have something to say
Aug. 13 – Post if you have something to say
Aug. 14 – Post if you have something to say
Aug. 15 – Post if you have something to say
Aug. 16 – Post if you have something to say
Aug. 17 – Post if you have something to say
Aug. 18 – Post if you have something to say
Aug. 19 – Post if you have something to say
Aug. 20 – Post if you have something to say
Aug. 21 – Post if you have something to say
Aug. 22 – Post if you have something to say
Aug. 23 – Post if you have something to say
Aug. 24 – Post if you have something to say
Aug. 25 – Post if you have something to say
Aug. 26 – Post if you have something to say
Aug. 27 – Post if you have something to say
Aug. 28 – Post if you have something to say
Aug. 29 – Post if you have something to say
Aug. 30 – Post if you have something to say
Aug. 31 – Post if you have something to say
September:
With all of the weekdays in September, there is ample opportunity to post on social media if you have something to say.
Sept. 1 – Post if you have something to say
Sept. 2 – Post if you have something to say
Sept. 3 – Post if you have something to say
Sept. 4 – Post if you have something to say
Sept. 5 – Post if you have something to say
Sept. 6 – Post if you have something to say
Sept. 7 – Post if you have something to say
Sept. 8 – Post if you have something to say
Sept. 9 – Post if you have something to say
Sept. 10 – Post if you have something to say
Sept. 11 – Post if you have something to say
Sept. 12 – Post if you have something to say
Sept. 13 – Post if you have something to say
Sept. 14 – Post if you have something to say
Sept. 15 – Post if you have something to say
Sept. 16 – Post if you have something to say
Sept. 17 – Post if you have something to say
Sept. 18 – Post if you have something to say
Sept. 19 – Post if you have something to say
Sept. 20 – Post if you have something to say
Sept. 21 – Post if you have something to say
Sept. 22 – Post if you have something to say
Sept. 23 – Post if you have something to say
Sept. 24 – Post if you have something to say
Sept. 25 – Post if you have something to say
Sept. 26 – Post if you have something to say
Sept. 27 – Post if you have something to say
Sept. 28 – Post if you have something to say
Sept. 29 – Post if you have something to say
Sept. 30 – Post if you have something to say
Sept. 31 – Post if you have something to say
October:
Be mindful that there are many Jewish holidays in the month of October, so engagement may be low even in instances when you have something to say.
Oct. 1 – Post if you have something to say
Oct. 2 – Post if you have something to say
Oct. 3 – Post if you have something to say
Oct. 4 – Post if you have something to say
Oct. 5 – Post if you have something to say
Oct. 6 – Post if you have something to say
Oct. 7 – Post if you have something to say
Oct. 8 – Post if you have something to say
Oct. 9 – Post if you have something to say
Oct. 10 – Post if you have something to say
Oct. 11 – Post if you have something to say
Oct. 12 – Post if you have something to say
Oct. 13 – Post if you have something to say
Oct. 14 – Post if you have something to say
Oct. 15 – Post if you have something to say
Oct. 16 – Post if you have something to say
Oct. 17 – Post if you have something to say
Oct. 18 – Post if you have something to say
Oct. 19 – Post if you have something to say
Oct. 20 – Post if you have something to say
Oct. 21 – Post if you have something to say
Oct. 22 – Post if you have something to say
Oct. 23 – Post if you have something to say
Oct. 24 – Post if you have something to say
Oct. 25 – Post if you have something to say
Oct. 26 – Post if you have something to say
Oct. 27 – Post if you have something to say
Oct. 28 – Post if you have something to say
Oct. 29 – Post if you have something to say
Oct. 30 – Post if you have something to say
Oct. 31 – Post if you have something to say
November:
While the week of Thanksgiving might be rough on your website traffic, social media engagement should remain high. After all, lots of people will be on their smartphones, trying to avoid relatives at family gatherings, just waiting to read your posts if you have something to say.
Nov. 1 – Post if you have something to say
Nov. 2 – Post if you have something to say
Nov. 3 – Post if you have something to say
Nov. 4 – Post if you have something to say
Nov. 5 – Post if you have something to say
Nov. 6 – Post if you have something to say
Nov. 7 – Post if you have something to say
Nov. 8 – Post if you have something to say
Nov. 9 – Post if you have something to say
Nov. 10 – Post if you have something to say
Nov. 11 – Post if you have something to say
Nov. 12 – Post if you have something to say
Nov. 13 – Post if you have something to say
Nov. 14 – Post if you have something to say
Nov. 15 – Post if you have something to say
Nov. 16 – Post if you have something to say
Nov. 17 – Post if you have something to say
Nov. 18 – Post if you have something to say
Nov. 19 – Post if you have something to say
Nov. 20 – Post if you have something to say
Nov. 21 – Post if you have something to say
Nov. 22 – Post if you have something to say
Nov. 23 – Post if you have something to say
Nov. 24 – Post if you have something to say
Nov. 25 – Post if you have something to say
Nov. 26 – Post if you have something to say
Nov. 27 – Post if you have something to say
Nov. 28 – Post if you have something to say
Nov. 29 – Post if you have something to say
Nov. 30 – Post if you have something to say
December:
The home stretch! #GivingTuesday, year-end appeals and social media posts when you have something to say.
Dec. 1 – Post if you have something to say
Dec. 2 – Post if you have something to say
Dec. 3 – Post if you have something to say
Dec. 4 – Post if you have something to say
Dec. 5 – Post if you have something to say
Dec. 6 – Post if you have something to say
Dec. 7 – Post if you have something to say
Dec. 8 – Post if you have something to say
Dec. 9 – Post if you have something to say
Dec. 10 – Post if you have something to say
Dec. 11 – Post if you have something to say
Dec. 12 – Post if you have something to say
Dec. 13 – Post if you have something to say
Dec. 14 – Post if you have something to say
Dec. 15 – Post if you have something to say
Dec. 16 – Post if you have something to say
Dec. 17 – Post if you have something to say
Dec. 18 – Post if you have something to say
Dec. 19 – Post if you have something to say
Dec. 20 – Post if you have something to say
Dec. 21 – Post if you have something to say
Dec. 22 – Post if you have something to say
Dec. 23 – Post if you have something to say
Dec. 24 – Post if you have something to say
Dec. 25 – Post if you have something to say
Dec. 26 – Post if you have something to say
Dec. 27 – Post if you have something to say
Dec. 28 – Post if you have something to say
Dec. 29 – Post if you have something to say
Dec. 30 – Post if you have something to say
Dec. 31 – Post if you have something to say
All joking aside, scheduling can be very useful. In fact, I created a useful spreadsheet that any nonprofit can use to schedule out their posts in advance, per each individual network.
But a common trap I see nonprofits fall in is the need to post something on social media just to post something. This should be avoided.
The best time to post on social media is when you have something compelling to share, not because it’s 9am on a Monday and that’s just when we always post. Sticking to a schedule for the sheer purpose of sticking to a schedule leads to bad content, because you’ll scramble and manufacture something just to post it.
This isn’t to say that the quantity of your posts should be low. Quite the contrary; even the smallest charity should have a lot to say.
Stay aware of opportunities for great content as they arise, such as:
• an organizational success story
• a fun moment that occurs in the office
• a donor or volunteer that should be thanked publicly
• an employee that should be recognized for an achievement
• an interesting article or new research that should be shared
The more you can celebrate the people who make your mission possible, the more successful your posts will be. Don’t be afraid to sprinkle in a few appeals here and there.
When to Post
There is a ton of advice and research online about when the best time to post on social media is. Virtually every article you could read contradicts another, and it can be hard to decide what advice is truly best.
Ever organization is different, and every online community is different. Research is a good place to start, but the best way to find out when the best time to post is to experiment with dates and times. Find out for yourself when your engagement peaks.
There’s no secret formula. There’s no magic bullet. You just have to find the sweet spot for yourself.
Keep your eyes open for the types of posts listed above, and post as they happen. After all, if you have great content to share, why wait to share it?
By the way, this also applies to email. If you only send an email newsletter on the 15th of the month because “that’s when we send it” you should seriously consider altering your strategy.
How to Post
Here are a few quick thoughts for each network:
• Facebook: the #1 reason users unlike a page is because the organization posts too much
• Twitter: posts here have a shorter lifespan, so you can get away with posting more often (multiple times a day)
• Instagram: now has more users than Twitter, so don’t sleep on this network. Post fun photos and videos from around your office and at your events.
• YouTube: as always, put your videos here
• Google+: is a shell of its former self. Don’t feel the need to stretch and be active here.
So try new things. Keep doing what’s working. Stop doing what isn’t. And always record the results. Who knows? Maybe your organization will be the basis of the next research study.
What are your social media plans for 2015? How do you decide when and what to post? Let me know in the comments below!
