Professional Documents
Culture Documents
Linkedin Strategy Content Calendar
Linkedin Strategy Content Calendar
Strategy &
Content
Calendar 2021
Teresa Buzzoni
Created for L.A.C.E.S. Life and Change Thru Sports
Summer 2021 Communications Internship Capstone
Created August 16, 2021
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Table of Contents
Goals/Tactics
Teresa’s Progress
Recommendations
ANALYTICS
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For the future of L.A.C.E.S., the most important tools can be found with the
drop down menu, Admin Tools.
What can be important to know about
these Admin Tools, is simply that they can be
used to help translate social media into
volunteers or interactions. For example,
creating an event on LinkedIn could help
draw attention to events, and be a collective
location for members looking to get involved
to see what L.A.C.E.S. is doing. When looking
for new hires, posting job updates on
LinkedIn can help students seek out L.A.C.E.S.
with more personal relationships with the
brand. Inviting connections help increase the
reach of the overall brand, which can be
managed through the post and page views,
which represent indicators of whether or not
your page is growing and tactics are working.
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As you can see, both posts had large reaches from my account. They
both featured engaging pictures that were visual representations of the
content in the caption. The 42 and 61 interactions meant that they appeared
in other people’s feeds, which increased the view on the post. For L.A.C.E.S.,
focusing on these engagements will help get more accounts to view content.
Learning from these example posts, engaging photos and related graphics
are extremely helpful when catching the audience’s eye. From the first post,
we see that the audience engages well with personal images. Single pictures
of L.A.C.E.S. youth or volunteers would be effective storytelling on their own.
Combined with images, graphics that are meaningful and cleanly designed
help tell a different type of story. For example, infographics or designed
elements can help relay messaging to the audience.
When reviewing both posts, we can focus on how many people viewed
the post, and how many people reacted to it. A personal example of content
that did not follow these rules can be seen in the following image:
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Goals/Tactics
When creating a social media strategy using LinkedIn, it is important to
understand how to set goals that can be measured. These goals and the ways
you choose to solve them will be determinants of your success and planning.
Goals are the broad outcomes, such as “gain followers on Instagram”.
Strategies are how you intend to achieve the goal. For example, “post more
on Instagram”. An objective needs to be measurable, such as gaining “5-10
more likes per post on average”. Then tactics are the tools you will use to
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make the plan happen. Tactics can include “post with greater brand
messaging or create higher quality photography”.
When creating the basis of the LinkedIn platform for L.A.C.E.S., I used
the following goals and tactics:
GOALS:
1. Position L.A.C.E.S. as a brand expert
2. Expand business contacts with similar businesses
3. Source Employees
4. Develop positive outlets for achievements by the business/employees
5. Keep up to date commentary on industry news
6. Cross promote other information from website
7. Source republishes and greater reach
TACTICS
1. Publish credible content related to industry to build L.A.C.E.S. expertise and
allows members to consult L.A.C.E.S. as a knowledge base, by building trust.
2. Interact with similar brands: OneJourney, District Sports, etc. to understand
competition and position L.A.C.E.S. as an expert on Washington D.C.-based
refugee organizations surrounding sport, and understand the needs and
wants of relevant audiences.
3. Connect with future interns and partners to see experience and involvement.
This helps brands understand what employees are interested in and maintain
relevance to the needs of future employees.
4. Creating positive public relations experiences where L.A.C.E.S can reflect on
the achievements and accomplishments of the organization and its members.
a. Notably, ESPN’s Billie Jean King Youth Leadership Award to Coach Holly
or Seren’s recognition to the 50 Most Influential People in Sports by the
Sports & Entertainment Impact Collective (SEIC)
5. Establish commentary on important events within industry to show relevancy
and reaction.
6. Share information with different audiences and purposes by adapting content
to platforms and differentiating tone.
7. Engage with similar accounts, or partner with organizations to reach different
audiences to expand the L.A.C.E.S. platform.
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Teresa’s Progress
When beginning at L.A.C.E.S., I had a blank canvas with which to create.
As the communications intern, I developed the system of content calendars
as visual ways to outline content for each month and keep track of manager
approvals. Beginning with social media content calendars where links to
created content could be included with goals for overall social media strategy,
L.A.C.E.S. was able to develop content that could be traced.
Interpreting results creates opportunities for accountability and data
collection to guide social media strategy. I was able to create an analytics
review program to determine growth and change on each platform. While
the report includes screenshots for each platform, it is applicable to LinkedIn,
because it gives interns across each team materials to review growth. When
planning a campaign, managers are able to return to previous social media
strategies for ideas or to see what posts or challenges worked best. Monthly
reviews also help interns plan for future posts. Using Buffer Analytics, interns
are also able to report the growth of the platforms to demonstrate their social
media growth while working with L.A.C.E.S.
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Monthly Goals:
1. .
2. .
Performance
INSTAGRAM
[Date range]
FACEBOOK
[Date range]
TWITTER
[Date range]
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LINKEDIN
[Date range]
KEY TAKEAWAYS
1. Why did trends occur as they did (better performing posts/worse)?
2. What strategies worked/didn’t work over the course of the month?
3. What are new goals to be set for the upcoming month?
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Each section of the calendar is broken into color coded weeks so the
content on LinkedIn can be more flexible. If an intern or manager forgets to
post one day within the week, it can be rearranged so that the curated
content is able to replace a repost day, or vice versa.
KEY:
Week ON Repost Day
Week OFF
“Branding” is created through wording, as the platform is highly text
based. However, allowing interns some freedom to create content that is
unique to them on Intern Takeovers will give the L.A.C.E.S. LinkedIn breaks
from regular content.
One of the largest ways to grow the platform should come from
content interactions and relationship building. The calendar providing breaks
for reposting involves allowing future interns and managers to have the space
to interact with LinkedIn content. An observation from my internship was that
social media strategy focused on content curation, and less on engagement.
Providing time for interns to interact with similar brand organizations and
comment on outside member experiences will create positive relationships.
This should be a priority for LinkedIn in the future, because the shared traffic
will improve interaction on the L.A.C.E.S. platform.
Creating Graphics
LinkedIn graphics should not be the same as social media content for
other L.A.C.E.S. platforms. One goal of the graphic creation will be Content
Diversification, which is created in the form of different content across each
social media platform. In reference to L.A.C.E.S., LinkedIn content should be
created in the size of 1200 x 1200 for square on mobile and 1200 x 628 for
desktop. Where platforms such as Instagram could benefit from a regularly
expected hashtag, on LinkedIn, graphics should be targeted and focused on
marketing to professionals.
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Graphic Design
Here are two examples of the content that the 2021 interns began posting in
June and the evolution to the designs from August 2021. Opt for continuing
August’s designs for a more modern design typical of business organizations
attempting to portray innovation.
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July 1, 2021
August 2021
When creating content, remember to always source your images and text. To
avoid copyright, always ensure that links are provided when using outside
images. If photos were provided by L.A.C.E.S., including the logo will help
create branding and locate the images as sourced from the organization.
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October 2021
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November 2021
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December 2021
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January 2022
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LinkedIn Recommendations
1. Developing the home page
The About Section:
For L.A.C.E.S., the About or “Overview” section is the location where new viewers can
begin to understand the brand and engage with the brand. For example, a L.A.C.E.S. overview
could go something like this:
“L.A.C.E.S. exists to empower role models through sport. Partnering with community
leaders in Western Africa and refugee populations in the DMV area, we provide skills,
food, and mentorship to youth to help build community healing. L.A.C.E.S. works to build
strong relationships with the community leaders who are working to empower young
leaders in their communities. Since 2007, L.A.C.E.S. has impacted over 3,350 children,
275 coaches and provided over 485,000 meals.
Our program stands out because of the message it builds, and the strategy that guides
us. Working with communities in Sierra Leone and Liberia, L.A.C.E.S. works to train
coaches with workshops and weekly meetings. These coaches run practices and games,
after which teams eat with one another and receive mentorship from community
members on the pillars of sportsmanship, leadership, and fair play to help create positive
change on and off the field.
Providing meals plays a large component in fighting food insecurity, where most of our
L.A.C.E.S. youth would only eat one meal per day. While being offered nutritious food
options, L.A.C.E.S. also uses sport to help children gain important life skills to protect
themselves in the future. Liberia is ranked the 2nd most corrupt country by Transparency
International, making it difficult for youth to receive a formal education. Games taught by
L.A.C.E.S. help youth gain conflict resolution and essential life skills.”
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to be published at any given time. Working 1-2 weeks ahead was most helpful
during my time as an intern.
4. Implementing Analytics
Formalizing the analytics process will depend on the goals of the social
media planner and the intern creating graphics. However, managing content
expectations and goals will allow the content to be uniform for the duration of
the campaign. With LinkedIn, having periods of time where L.A.C.E.S. works
to promote an event, or advertise their new intern team, can provide
opportunities for analytics to be recorded and evaluated. For long-term
campaigns, such as the Monthly Giving campaign or holiday donation asks,
such results should be reflected upon and implemented in the planning
stages.
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