When crafting your content plan for social media, strive for a balance of the 5 types of content- this will support your brand, and also make you a good member of any online community.
Brand/Planned
This is the kind of content you can stage for 30, 60 or 90 days, to provide relevant and valuable content to your community.This can be drawn from existing content/archives or be a new series of articles or videos.The advantage of this kind of content is that is provides a baseline of participation, even if the participation that relies more on daily process gets interrupted.It also can be crafted to clearly drive traffic and support brand values and voice.
Live/Real Time
One or more people can be configured to feed your accounts with real time information- from industry events, conferences, the plant floor, the vineyard- the events that will be covered live should be set as part of the content plan.The people who are set up to participate live should be trained with the correct formatting, protocols and brand guidelines. This helps you be someone to stay tuned into.
News/ Reactive
As events happen in the news or your industry, at your company (eg, what you would have sent as a Press Release) or among your clients- or if you’re *BREAKING* news, this content needs to go to the syndicated social web.This helps you be relevant and an opinion leader.
Interactive/Responsive
Whenever you get a direct message or a post, be prepared to react- and to treat the interaction as content in and of itself- it too becomes a bit of content with the potential to be spread.
Pay it Forward/Pass it On
A good chunk of your daily interaction in your community might be looking at the content the people you follow are posting, and then passing that along with comment, credit, kudos-this promotes others and supports one of the key social media principles- you win when you help others win.
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Strategies 
