Twitter Launches Editorial Calendar Tool

Allister Frost Founder, Wild Orange Media Ltd

Posted on April 9th 2014

Twitter Launches Editorial Calendar Tool


Shifting your social media marketing efforts from reactive, last minute posts to being pre-planned, proactive communications designed in advance to achieve a specific goal is an ambition that every social media marketer should aspire to.

Twitter knows this and today rolled out a new service designed to help businesses and (it hopes, Twitter advertisers!) improve their editorial planning discipline. Under the hashtag #OwnTheMoment, the service can be accessed without charge at

At the site, users can see forthcoming events and activities over the next two months that might inspire their own editorial calendar. Each event contains Twitter tips and links to add the event to Google Calendar or Outlook. And, of course, there are plenty of nudges to remind users that buying some Twitter ads could really help!



Here’s my concern with this approach. If this tool really takes off, and lots of people use it, the value of the tips and suggestions will diminish. If every business were to use this tool as the inspiration for their editorial planning, Twitter could fast become a stream of repetitive, me-too content. That said, it’s still a helpful resource and I’d encourage every marketer to bookmark the site and revisit it from time to time when they need fresh ideas and inspiration. It’s a shame the site only covers the current and next month; hopefully Twitter will improve this if the trial proves a success.

If nothing else, this should help more social media community managers understand the importance of pre-planning and working to a carefully thought-out editorial plan. Just remember to research across multiple sources for ideas, to plan as far out as possible so you have enough time to create brilliant content well ahead of those all-important deadlines.

The post Twitter Launches Editorial Calendar Tool appeared first on Wild Orange Media.


Allister Frost

Founder, Wild Orange Media Ltd

Allister Frost is the founder of Wild Orange Media. an agency specialising in helping companies evolve their marketing for our fast-changing digital world. He is an award-winning public speaker, trainer and consultant with over twenty years experience as a marketing professional. Voted UK Digital Marketing Personality of the Year in 2013, Allister was previously Microsoft's Head of Digital Marketing Strategy and now provides specialist guidance and support to companies on Planet Earth and in Cyberspace.

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Posted on April 15th 2014 at 1:38PM

Thank you for this article. This tool can be very helpful, but I see your point about "abusing" it and diluting its purpose. However, this information will be helpful to think creatively and tie content into trending topics.