"The big "a-ha' for marketers is that you have to think of your
social presence as a calendar of editorial events that are dynamic
and living," said Razorfish CEO Bob Lord.
Mr. Lord has observed a steady uptick in companies realizing
that it's not enough to be on Twitter, YouTube and Facebook; they
require a program to manage their presence. Lack of organizational
processes for content creation could mean missing out on valuable
opportunities to engage with consumers about a limited-time sale
for retailers, a new car launch for automakers or for networks
building buzz about a new TV show.
"The need here has gone from "Go get me a million fans on my
Facebook page' to "Oh my God, I have a fanbase, and how do I keep
them interested and engaged with content?' An editorial calendar is
a blueprint that 's an expression of the brand's social voice," Mr.
Eric Jillard, department manager, digital marketing and customer
relationship management at Mercedes-Benz USA, said the edit
calendar is a fundamental part of the carmaker's social-media
"On nearly every day of the year there is something going on,
somewhere in the world of Mercedes-Benz, that we believe our
passionate and engaged audience might be interested in hearing
about," said Mr. Jillard. "But we cannot bombard them with
messaging ... we have to be judicious in selecting the right
variety of content that we hope will inform, entertain, surprise
Still, a calendar can be complex, especially for large global
marketers. Mercedes, which plans its calendar a year in advance,
jokingly refers to it as a "bedsheet calendar" since a printout
would be as long as a bedsheet.
It is divided into three sections: one related to Mercedes-Benz
launch dates, new innovations, and stories related to cars'
performance, safety, innovation, and design; a second that
aggregates all the dates from its various events; and a third
related to important dates in the Mercedes-Benz history dating back
more than 125 years.
While some clients are creating their calendars internally, but
it's also a growing sector of business for agencies like Razorfish
and Dachis Group. Said Mr. Lord: "To give you a sense of the
growth, it's probably a 50% growth rate for us -- the need is