Among the keys to a successful Snapchat effort is an editorial calendar, says Larissa von Lockner, PR & social media manager at PwC. A sample of the brand’s editorial calendar for Snapchat is shared exclusively with PR News Pro readers below. PwC’s belief that using Snapchat must track with a brand’s larger PR and business goals is seen in columns 2, 3 and 5, as the campaign, stakeholders/requestors and strategy are listed. Another important column is at the far right, where the PwC social team reminds itself to post footage from snaps on its YouTube channel. PwC convenes a Snapchat editorial board weekly, asking those who propose stories about story angles, text and footage needed, why followers will want to watch the story, how it will engage viewers and if there’s a call to action in the snaps.
