Planning B2B social media: topics, approvals and useful key figures
By Kevin Kröger, Geschäftsführer, Software und Plattformbetrieb
A resilient B2B editorial plan begins with the target group, specific questions and a protected production route. Topics receive responsible persons, sources, approval and a publication date. Key figures that match the goal are measured, such as qualified interviews, applications or specialist content actually read, not just reach and reactions.
What basis does the editorial plan need?
First, determine who a post should reach and what technical question it should answer. Then assign recurring topic areas, suitable formats and responsible people. A plan should make research, drafting, technical review, approval, publication and subsequent updating visible. This creates a reliable process instead of a list of spontaneous ideas.
How is professionalism maintained?
Every contribution needs a verifiable core message and a person who is technically responsible for it. Statements regarding legal, safety, products or figures are checked at the primary source before publication. Templates help with structure and design, but should not cause different topics to sound the same. Internal examples are only used with clear rights and without confidential information.
Which key figures match which goal?
Reach, video playback and interaction can provide an initial orientation for awareness. For technical content, clicks, reading time and repeat visits are closer to actual interest. When it comes to sales or recruiting, qualified inquiries, conversations and applications count. LinkedIn recommends measurable goals and, depending on the content, lists, among other things, leads, page views, reading time, video plays and interactions. The key figure therefore follows the goal and is not made appropriate afterwards.
From the answer to implementation
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Open →Sources and basis
The central statements in this article were reviewed against the following primary sources.
Frequently asked questions
- How far in advance should you plan?
- A rolling plan for four to eight weeks creates reliability and still leaves room for current topics. Technically sensitive contributions require additional review time.
- Do we have to play on every channel?
- No. A regularly maintained channel with appropriate formats is usually more useful than several profiles without a clear target group, responsibility or production capacity.