Crafting a Social Media Calendar: What You Need to Know

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Face it, we live in a world where convenience and saving time rules any day, and so we won’t blow hot and cold.

In addition to that, speaking of time, we’ll get straight to it.

In fact, in today’s article is all about saving time, more so as a business on social media.

You’d need a social media calendar which will, in return, save your time and also allow you to trace and assess diverse strategies to see which is most familiar with your audience.

Ideally, you’d want to plan and schedule posts via a social media calendar months in advance ahead of time. It ultimately builds greater brand voice consistency.

So this article breaks down a few fundamentals of how to organise content on a social media calendar. In that way, you’ll always know what to post.

Moreover, we are sharing strategies on how to internally manage your schedule, including how to promote collaboration across departments and teams.

Sharing Strategies and Promote Collaboration

How to decide on what to post

Mostly one of the main obstacles to creating a social media calendar that works is knowing what to post.

We know it’s overwhelming to have to come up with enough good ideas to fill a whole calendar, especially months before time.

Nonetheless having a long-term social media strategy will help in setting accurate goals, which then makes the method of creating a content calendar more manageable and meaningful.

Conduct a social media audit of which of your previously posted content has received high interaction from your audience, to get the ball rolling.

For this, you’d need to put together your unique social media analytics from various sources like Twitter or Facebook Insights to mention a few.

Remember, you can also you can find metrics across numerous social networks in one place through Sprout’s Report Builder.

Or maybe through hashtags and keyword searches to identify accounts with the highest engagement.

So, once you get a better understanding of how it’s done, you can advance to a more in-depth research tool like Sprout’s Listening feature to study more about what your audience wants to see.

Organizing and managing a posting schedule

The minute you know of the type of content you’re posting, it’s will soon be time to construct a posting programme.


Well, because this gives you an idea of the trends. For example, when and where they were posted. Note specific themes about the post.

A few ideas regarding how often to post, for maximum visibility:

  • Instagram Stories: 2-5 times per day
  • Pinterest: 3-20 times per day
  • LinkedIn: 1-2 times per week
  • Facebook pages: 1-2 per day
  • Twitter: 3-10 times per day
  • Instagram: 1-3 times per day

Remember, posting frequently, is one of the best ways for staying in front of your audience, and that every viewer is matchless.

Which is why you’d also want to perform and analysis and to get an understanding of your spectators as you go on to curate a social media calendar.

How to track and analyse your social media content calendar

First and foremost, your social media calendar isn’t just another planning tool.

Well, it’s in fact, your businesses way of tracking and measuring campaigns across all the platforms you use.

Your analyses of these campaigns will optimise your social media calendar in future.

Here’s what not to forget: Different social media platforms serve different purposes, and so is the performance thereof.

Lastly; share your social media calendar across teams

Successful social media marketing campaigns require the collaboration of many departments.

For instance, you can have your graphic designers, copywriters and videographers collaborating with your social media team. Make sure that everyone has to access the right tools, and accounts, including the deliverables.

Remember, as a marketer, your time is valuable. So don’t spend it deciding what to post every single day. The thing is, with a well-planned social media content calendar, you can use your time to plan for the future or to focus on other aspects of your strategy.


This article simply reminds us of the value of planning anything really, and that content creation and execution is no exception.

Get in touch with the Digital School of Marketing

The Digital School of Marketing’s Social Media Marketing Course will teach you this – in addition to everything else that you need to know – about social media marketing. To find out about this and our other online digital marketing courses, please visit our website.

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