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Marketing guide

Social media: goals, content and calendar

Social media for businesses

by Published on Updated on 6 min readBeginnerFree, no sign-up required

Key points

  • Better one or two well-kept channels than five abandoned ones.
  • Every channel has a goal: raising awareness, generating leads or supporting customers.
  • Three or four recurring content series keep the workload sustainable.
  • You measure reach, interactions, clicks and enquiries, not just followers.
  • A consistent tone and visuals make the brand recognisable.

You don’t need to be everywhere

Choose one or two channels where your audience is and where you can be consistent. One profile looked after every week is worth more than five abandoned ones.

A simple plan

  • Channel goal: raising awareness, generating leads or supporting customers.
  • Content series: three or four recurring themes (tips, behind the scenes, real cases, offers).
  • Calendar: what to post, when and who prepares it.
  • Interaction: reply to comments and messages promptly.

What to measure

  • Reach and impressions for visibility.
  • Interactions and saves for content quality.
  • Clicks through to the website and contact requests for results.
  • Audience growth, without chasing it at all costs.

Consistency

Consistent tone, imagery and messaging across all your communication make the brand recognisable at every touchpoint.

An example: three content series

A gym picks three regular features: Monday is “exercise of the week”, Wednesday “a member’s story”, Friday “opening hours and news”. Three posts a week can be handled by one person in two hours, and the audience knows what to expect.

Frequently asked questions

How many social networks should a business be on?

One or two channels where its audience is and where it can post consistently: one well-kept profile is worth more than many abandoned ones.

How do you put together a simple social media plan?

With one goal per channel, a few recurring content series, a calendar showing who prepares what, and quick replies to comments and messages.

Which numbers matter on social media?

Reach and impressions for visibility, interactions and saves for quality, clicks to the website and contact requests for results.

Terms in this guide

Full glossary →

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