It helps us just organize our work internally a lot more easily

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What are you considering when you’re putting together your editorial calendar? Lakshmin: It’s a mix of things. It’s one: diversity of content, diversity of format, because we want to make sure every single thing you see in your feed from Lonely Planet is something that feels fresh and exciting and inspirational. We want to make sure that, at the same time, we have regularly scheduled programming because it makes our lives easier as the publishers of those channels and having to program [and] create all of that content.


It also helps us to zoom out and have that bigger picture of maki list of israel cell phone numbers ng sure cohesively, everything on our channels feels representative of our brand. So that means making sure that we’ve got content that covers a variety of destinations across all the continents, making sure that we’re representing not just the traveler’s point of view, but also the local community’s point of view.


And you can really only do that if you are planning — if you’re looking at your calendar zoomed out. I’ve worked in social media jobs before where I would wake up each day and kind of think, like, “Okay, what am I posting today?” And that is really stressful. And it isn’t, in my opinion, the best way to run social media channels. Of course, social never sleeps and is going, going, going all the time.