Daily Archives: November 25, 2024

Why You Should Plan Your Business’s Social Media Calendar in Q1 (and 12 Helpful Tips!)

Image from Adobe Stock

Planning your business’s social media calendar in the first quarter of the year can set a productive and proactive tone for the months ahead. By mapping out social media strategies early, businesses can align their marketing goals, leverage key events, and ensure that content supports broader company objectives. 
An organized calendar reduces the chances of last-minute content scrambles, allowing teams to maintain quality and relevance. With thoughtful, early preparation, businesses can tackle each quarter with confidence and purpose. This guide provides essential tips for creating an effective social media calendar that will keep your audience engaged throughout the year.
1. Align Social Media Goals With Business Objectives
To make social media impactful, a company needs to align its goals with overarching business objectives. For example, if a company aims to boost brand awareness, social media posts should emphasize storytelling, brand values, and user engagement. Alternatively, if the goal is to increase leads or drive conversions, the focus should shift toward targeted campaigns, promotional posts, and strategically timed calls to action.
“Consider your industry, the recent performance of the brand, and the current traditional marketing promotions for the product and its competitors,” says Professor Keith A. Quesenberry of Messiah University.  “A startup or new product needs to generate awareness, while an older product may need to be revived.”
Consistency is key in connecting social media posts with long-term goals. Establishing these priorities early in Q1 enables businesses to begin the year with a cohesive strategy that resonates across platforms.
2. Identify Key Campaigns and Themes for the Year
Selecting campaigns and themes early on can lend structure to a business’s social media presence. A skincare brand might plan seasonal campaigns that correspond with different weather-related skin concerns, while a tech company could create posts that follow new product releases. 
“Having a central theme for each quarter helps create consistency across social media platforms,” says Cody Candee, Founder and CEO of Bounce. “Cohesion gives audiences something familiar to look forward to (and easily remember) while helping you keep content fresh and timely.”
When you brainstorm themes in Q1, content creation becomes a proactive process, leading to higher-quality, well-thought-out posts that reinforce your brand’s identity.
3. Plan for Seasonal and Industry-Specific Events
Whether it’s a holiday, trade show, or annual industry milestone, incorporating seasonal and industry-specific events into your social media calendar is essential. For instance, a fitness brand might center campaigns around New Year’s resolutions in January or offer summer workout tips mid-year. 
“Planning around key events allows brands to connect with timely, relatable content and avoid missing out on valuable opportunities,” notes Michael Klein, CEO of functional herbal tea from Herbaly. “When businesses are prepared for these moments, they can join the conversation naturally and make a bigger impact.”
By accounting for these events early, businesses can have ample time to create compelling content that resonates with their target audiences. Foresight also creates flexibility for additional last-minute content adjustments as needed.
4. Schedule Product Launches and Promotional Campaigns
Planning social media around product launches and promotional campaigns ensures these high-impact events get the visibility they deserve. A new product line debut could benefit from a month-long countdown, teaser posts, and behind-the-scenes previews to build excitement.
“By scheduling product launches in advance, businesses can build anticipation and maximize reach,” says Lauren Elias, General Manager and Chief Marketing Officer of Kora, a company known for its organic skincare. “Similarly, planned discount events or giveaways can drive interest and engagement, attracting new followers while rewarding loyal customers.”
Mindful launches help avoid rushed content or missed opportunities. This way, teams can focus on creating high-quality posts that will resonate with audiences when it counts most.
5. Mix Up Content Types To Keep Audiences Engaged
Image from Adobe Stock
A brand that shares only one type of post may see diminished engagement over time as followers become accustomed to predictable content. Instead, varying posts between videos, images, blogs, polls, and stories keeps followers curious. 
“A balanced mix of content types keeps followers interested and engaged with your brand,” emphasizes Dr. Manjula Jegasothy, Co-Founder of MiamiMD, a company that specializes in crepe skin cream. “Offering variety shows adaptability and responsiveness to different audience needs and preferences.”
Scheduling diverse content helps maintain a dynamic, interactive social feed that resonates across a broad range of potential customers.
6. Establish Posting Cadence and Frequency
Early Q1 planning helps determine the best posting frequency for each platform. Posting too infrequently can reduce visibility, while over-posting might annoy followers. 
“Setting a regular posting cadence ensures brand visibility without overwhelming followers,” says Brianna Bitton, Co-Founder of O Positiv, a company known for its MENO vaginal moisturizer. “A thoughtful cadence maintains engagement and keeps your content consistently fresh and relevant.”
The right strategy depends on factors like platform, audience preferences, and content type. On platforms like Twitter or LinkedIn, more frequent posting may be effective, while Instagram might benefit from fewer but highly curated posts.
7. Incorporate User-Generated Content (UGC) Opportunities
Planning UGC opportunities, like asking followers to share photos with a branded hashtag or participate in a challenge, encourages community involvement.
“User-generated content is a powerful way to build community and amplify brand messaging,” states Erin Banta, Co-Founder and CEO of Pepper Home, a company that specializes in custom curtains. “Engaging followers with UGC allows them to feel part of your brand experience and brings authentic voices into your social media conversation.”
When they schedule UGC initiatives in Q1, brands can ensure there are consistent opportunities throughout the year to engage their followers meaningfully. Planned UGC campaigns also allow time for reposting high-quality user content that aligns with brand values.
8. Utilize Analytics To Adjust and Optimize Content
Effective social media planning involves continuous optimization based on performance analytics. Regular analysis helps keep the strategy dynamic, making it possible to refine posts and formats for maximum impact.
“Social media data is a gold mine of valuable insights that can guide strategies, bolster customer relations and inform competitive analysis,” says Rebecca Kowalewicz of Clearbridge Branding Agency. “In this context, competitive analysis refers to evaluating your competitors’ social media strategies, understanding their online performance and drawing insights to enhance your business strategies.”
By integrating competitive analysis into the review of performance metrics, businesses can not only fine-tune their own social media efforts but also gain a better understanding of market trends and gaps in the competitive landscape. Monitoring these metrics consistently ensures that businesses stay ahead of industry trends.
9. Establish Content Pillars for Consistent Messaging
Content pillars are the foundational themes that define a brand’s voice and purpose on social media. Establishing these pillars in Q1 ensures that every post reinforces key messages and values, creating a cohesive brand presence.
“Defining content pillars in advance helps structure content and ensures messaging aligns with the brand’s core values and objectives,” explains Maggie Brown, Founder and CEO of Recess Pickleball, a company that specializes in pickleball paddles. “When content is built around central themes, the brand’s message becomes more focused and memorable.”
Setting content pillars early on allows for consistent, thematic posts throughout the year. A pillar-centric strategy strengthens brand identity and helps audiences understand what your brand stands for, building trust and loyalty over time.
10. Outline a Strategy for Engaging With Followers
Planning a follower engagement strategy — such as responding to comments, sharing follower stories, and holding Q&A sessions — ensures consistency rather than sporadic engagement. 
“Engaging with followers in a consistent, meaningful way helps build a community around the brand,” notes Shaunak Amin, CEO and Co-Founder of Stadium. “When brands actively participate in the conversation, it creates a sense of connection that drives loyalty and trust.”
Engagement strategies help businesses avoid the risk of neglecting the community building facet of social media. Early preparation allows for thoughtful, proactive engagement.
11. Integrate a Strategy for Paid Ads and Boosted Posts
Planning a paid ad strategy as part of the social media calendar helps businesses drive targeted engagement and expand their reach. A structured ad approach through promoting posts that perform well organically or running ads around product launches can amplify social media impact. 
“Integrating paid ads into the social media strategy helps ensure key messages reach a larger audience,” states Justin Soleimani, Co-Founder of Tumble, a company that specializes in washable rugs. “An organized approach to boosting posts can help brands maximize reach and capitalize on top-performing content.”
When they conceptualize a paid ad strategy early, brands can set specific goals, select content strategically, and monitor performance to see where ads are most effective.
12. Prepare for Social Media Trends and Algorithm Changes
Social media is constantly evolving, with trends and algorithms shifting frequently. Thinking about these changes in Q1 helps brands stay adaptable and respond effectively as new features, platforms, or best practices emerge. 
“Adapting to social media trends and algorithm updates is essential for maintaining reach,” notes Charlie Melvoin, Co Founder of Zygo, a company known for its swimming headphones. “Planning with flexibility ensures brands can evolve and stay relevant as new features and preferences emerge.”
Through building flexibility into the social media calendar, brands can avoid reactive adjustments and instead focus on measured strategic adaptations. 
Set Your Social Media Strategy for Success
Planning your business’s social media calendar in Q1 sets the stage for a well-organized, effective year of engagement and growth. This structured strategy reduces stress, supports cohesive messaging, and ultimately drives stronger connections with audiences.
With a thoughtfully planned calendar, your business can navigate the year’s demands efficiently and effectively, making every post an opportunity to connect meaningfully with followers. Starting with a robust Q1 plan ensures that your social media presence is ready to support your brand’s goals all year long.

Community steps in to assist Morgantown business owner

MORGANTOWN — Pat Kennedy, owner of Kennedy’s Gym, has been a fixture in the community for decades.Kennedy, 77, is facing some personal and professional challenges, and the community recently stepped in to launch an effort to help Kennedy save her business.Kennedy’s Gym is located in the Clocktower Plaza in Morgantown, just over the Berks County line in Lancaster County. The gym is an “iron gym,” she said — meaning it focuses on weightlifting.Emmanuel Taranovich of Narvon, Lancaster County, selects free weights for a workout at Kennedy’s Gym in the Clocktower Plaza in Morgantown. (BILL UHRICH/MEDIANEWS GROUP)She has devoted the last 33 years to helping area residents get stronger through weightlifting — working with athletes, hosting powerlifting and strongman competitions over the years, including USA Weightlifting-sanctioned meets.Some of her clients are the children or grandchildren of previous clients.Lending a helping handKennedy owes $12,000 in back rent for the gym — rent she got behind on during COVID and as she has dealt with the effects of Lyme disease.She is facing possible eviction and needs to come up with the outstanding balance by Dec. 2.To help, members of the community launched a GoFundMe fundraiser this month. The goal is to raise $20,000 during November to help Kennedy cover the $12,000 in back rent and legal fees and avoid eviction by GSP Management Co. of Morgantown.Any amount raised over that would be used to cover future rent and upgrades to the gym, according to Aaron Bostelle, who is coordinating the effort.Representatives of GSP could not be reached for comment.Bostelle is the owner of Berks County Books, an online merchant located in the same complex. He has known Kennedy since he was in the ninth grade.“Pat is simply my friend,” he said. “I was in there as a young man. I do not think she has a single enemy on this planet — she is friendly to everyone. She is such a kind person, it felt like the right thing to do.”Bostelle said the fundraiser happened “organically.”“I knew she was in the eviction process,” he said. “I suggested some things, and said there are a lot of people that would like help.”Kennedy said she initially resisted the idea.“I said I didn’t want to take people’s money,” she said, adding that Bostelle felt strongly people would want to help.And they have. As of Friday afternoon, the GoFundMe page showed a total of about $2,700 raised.But that number is just part of the story.Kennedy said people have been stopping in to make donations and to urge her to stay.“People started to come out, all kinds of people. I couldn’t believe how many people contacted me, who haven’t been here for a long time but went through the gym at one time, Kennedy said.Between the GoFundMe and other donations, the effort has raised about $7,000 so far. Based on conversations Kennedy has had, she feels some are waiting until the end to make a contribution.“I am just very, very grateful and thankful that they did what they did,” she said.Bostelle said the response has been “pretty amazing.”“I am happy to be part of it and help her do it,” he said.How it got to this pointKennedy said her financial issues started during the pandemic. Like many, she struggled with the effect of mandated shutdowns. The gym was closed for months in 2020, and when it reopened, the clients didn’t all come back.As a sole operator with no employees, Kennedywas ineligible for COVID relief options for small-business owners.Then, in July 2023, she was bitten by a tick and quickly developed symptoms of Lyme disease, which affected her joints. She was forced to close the gym for a month as she battled the symptoms before returning with limited hours.She also had an allergic reaction to a medication.The rent got further behind.“I can still teach and coach and work my regular hours. I have pain in the joints and they’re stiff, but it’s improving.”Member of the communityKennedy was born and raised on a farmette on Red School Road, about a mile from the gym — her grandparent’s farm. Over the years she has lived elsewhere, but four years ago she moved back to Morgantown and is living in the farmhouse where her mother was born.A GoFundMe campaign has been launched to help Pat Kennedy, owner of Kennedy’s Gym in the Clocktower Plaza in Morgantown, save her fitness center. (BILL UHRICH/MEDIANEWS GROUP)When Kennedy founded Kennedy’s Gym 33 years ago she had already been lifting and competing for about 12 years. She had also been a personal trainer and a bicycle racer. Starting the gym, she said, was a labor of love.“This is such a rewarding thing. It doesn’t give me a lot of money but it is rewarding. I do love what I do,” she said.Fundraising effortThe GoFundMe will run through the end of the month. The money is due by Dec. 2. Bostelle said if they raise most of the money but fall short, they will talk with GSP about options.“We have gotten so far in such a small amount of time — we don’t have much further to go. If people hear how close we are, I feel they will step forward,” he added.Kennedy  remains optimistic.“I put it in God’s hands — whatever he wants,” she said. “If he wants me to be here, I’ll be here. If he doesn’t want me to be here I will not. But I have the feeling he wants me to be here and that’s why I have fought so hard to keep it going.“It’s something I need to do for the people. I can’t tell you how many have said, don’t go — stay, please stay.”At 77, Kennedy could step back from the business but says that is not an option.“I’m a fighter. I wanted to do something with my life where I could help other people, where I could do something good for other people,” she said, adding that she wants to continue doing things that are worthwhile. “I do enjoy doing this, especially with the kids.”

Erin Butt Named VP of Business Development at IPTA

Erin Butt, a defense industry veteran, has been appointed vice president of business development at Interactive Process Technology Associates, or IPTA.
The zero trust digital transformation company said Friday Butt will spearhead the company’s corporate growth proposals and marketing. The executive will leverage her experience in business development, quality management, development, production, training and proposal management.
Erin Butt’s Career Highlights
Butt’s career spans three decades, most recently serving as director of proposal management at Odyssey Systems for almost four years. She previously worked at S&K Technologies as director of bid and proposal.
The new IPTA VP spent 12 years at Quantech Services, starting as business area manager before becoming a quality management representative. She was eventually elevated to director of strategic planning and proposal development, reporting directly to the VP of strategic planning and business development. In this role, she managed Quantech’s corporate strategic and business planning activities and helped developing its long-term strategic plans and goals.
In her eight-year run as an associate at Booz Allen Hamilton, Butt oversaw initiatives in cost estimating, financial management, business process reengineering, total cost of ownership and activity-based costing for the Department of Defense and federal civilian agencies. Butt started her career in 1992 as a budget analyst for the Commonwealth of Massachusetts.
Bill Williams, CEO and owner of IPTA, welcomed the new executive saying, “We are growing our capabilities and services as the Zero Trust landscape evolves, and Erin is the right person to guide our team into the next chapter for our company.”

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‘This is what we’re in business for’: How to support Hornell shops

Brian Tinker, owner of Lion’s Will Music Shop at 10 Main St. in Hornell, tries not to have unrealistic expectations when the holiday season rolls around, but he admits “Christmas time crushes.”Lion’s Will is well positioned to capitalize on the busy gift giving season, with the store’s ample selection of guitars and accessories wrapped and under many trees on Christmas morning.Lion’s Will has a recording studio, instrument repairs and music lessons, making gift certificates a popular choice for some customers.Tinker said while business may not quite double during the holiday season, it comes close.“I’m such a niche shop. I am like a Christmas shop,” Tinker said.Tinker doesn’t do much decorating for the holidays, but dozens of Hornell-area stores, shops, restaurants, bars and retail outlets are decked out in red and green and offering special deals and expanded inventory, according to Hornell business officials.Local business involved in travel, entertaining and dining all experience higher demand. And that’s not even mentioning bakeries, which go into overdrive this time of year.“We as a small business rely on those holidays to push us through the slower times of the year,” said Danielle Blankenship, owner of Sprinkle This Cakery at 50 Park Drive.”This is what we are in business for, these busy times. We love every aspect of it.”The time leading up to Thanksgiving is the busiest of the year at Sprinkle This. Sure, pies see a big boom in orders, but custom requests for cheesecake and other desserts are also being filled at a rapid pace.

Sustainable impact requires radical change in the world of business

Guest post by Neil Eke, CEO of Logicalis UK and Ireland
Climate change is one of the most important and widely discussed issues of our time. Yet, when it comes to identifying and implementing actual changes to help organisations be more sustainable, boardrooms can fall silent.
This could be due to the fact that some aren’t exactly sure where to start or their efforts are being stifled due to obstacles or challenges. Then again, they might be taking steps but are afraid of being accused of greenwashing, taking shortcuts (via offsetting for example), or not doing enough.
In particular, companies within the IT sector face a unique challenge in terms of getting the balance right. On the one hand, they enable sustainability efforts through measurement and digitisation. On the other, they are the worst culprits for having high energy consumption, using new equipment, and producing e-waste.
The reality is all businesses need to make sustainability a top priority. They need to openly discuss it, take immediate action and drive radical change. With prospective customers and employees asking about green credentials, it’s not just the planet that depends on their efforts but the future of their business too.
In the red
In terms of the resources that the planet has to offer, the human race is most certainly in the red – with the tech sector arguably having the biggest role to play in both reducing its impact and helping other industries to reach their sustainability goals.
As the population continues to rise and if efforts to reach climate targets fall short, the situation will only become more critical. According to the IEA Electricity 2024 report, power generation is currently the largest source of carbon dioxide emissions in the world. World Electricity Demand is expected to grow at a 3.4% CAAGR (Compound Annual Growth Rate) over the next three years. Research (The Global E-Waste Monitor 2024) has forecast that global e-waste will rise to 75 million tonnes by 2030, which is almost double the amount of e-waste produced in 2014.  The list of statistics goes on.
As if that’s not reason enough to act on sustainability, organisations are facing increasing regulatory and reporting requirements such as the Corporate Sustainability Reporting Directive (CSRD). Meanwhile, prospective customers and tender requests are asking providers about things such as PCF (Product Carbon Footprint) in order to aid their decision-making processes.
Providers therefore need to tailor their offerings and adapt their operations to measure their footprint, reduce their impact, meet regulations, and better align with what customers are looking for. As sustainability becomes more integrated into business operations across all industries, going green is necessary – not just desirable.
Going green
On a positive note, initial steps are being taken. According to our Logicalis 2024 CIO survey (involving 1,000 CIOs across the globe), 96% of tech leaders are already involved in their company’s overall sustainability planning and target setting, and 93% believe IT is core to successfully delivering on their organisation’s environmental objectives. So, tech leaders know investment and innovation through technology is needed to meet carbon goals.
The other element that is required is collaboration, followed by a commitment to measurement and management. Data is critical as what gets measured gets managed. Factors like carbon emissions and energy consumption need to be measured and monitored to enable continuous goal setting and reporting.  Educating all levels of the company, including leadership, is crucial to driving sustainable transformation. So too is the alignment of technology with sustainability and business strategy. After all, there are lots of ways in which technology can support green efforts, from refreshing IT networks to installing smart power monitors.
Of course, Sustainability management isn’t just about your own products, processes and practices, there is a responsibility to look outside of your organisation and make all aspects (including your supply chain) more sustainable. For example, at Logicalis, we have created a programme which allows customers to avoid e-waste. We also have the means of accessing and delivering data that helps us and clients to make decisions about their IT environments and solutions.
Hitting gold
Sustainability should be viewed as – and is – a business driver. Through a circular economy, organisations can turn value chains into value circles, lowering costs, improving operational efficiencies, and driving change. From an internal perspective, this could take the form of adapting policy and procurement processes which reduce carbon and energy output while lowering costs. For example, companies can look at deploying energy efficiency technology or adapting travel policies to focus on remote working and digital collaboration.
On a wider scale, it may be developing more energy-efficient solutions and innovative services which incorporate sustainability, thus improving green credentials, enhancing the company’s offering to its own customers, and gaining a competitive advantage. Alternatively, the business might want to embark on a Responsible Business initiative that supports sustainability in the wider community. In turn, this can also help to attract and retain talent.
Working with a trusted Sustainable IT expert can help businesses recover residual value, support circular economy initiatives, and drive innovation through sustainability. In the transition to a low carbon economy, organisations that do this well can stand out from the competition and achieve success– making their footprint, bottom line and future look a lot greener.
See more stories here.

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