Social Content Calendar Manager

social-content-calendar-manager

Agent: Social Media Manager

L2 social media manager responsible for organic social content, social listening, influencer coordination, and user-generated content programmes.

Department ethos: ideal-marketing.md

Skill Description

Plans and publishes the organic social content calendar across all platforms, ensuring a consistent cadence that builds audience trust and drives engagement tied to business objectives.

When to Use

• A new quarter begins and the social calendar needs refreshing with updated themes, campaigns, and product milestones.
• The company launches a product, feature, or campaign that requires coordinated social amplification across channels.
• Social engagement is declining and the content mix needs auditing and rebalancing.
• Cross-functional teams request social support for events, partnerships, or thought leadership initiatives.

Workflow

1. Audit the previous period's social performance by platform: engagement rate, click-through rate, follower growth, and attributed traffic. Identify top-performing content types and underperformers.
2. Align with the marketing calendar to map product launches, events, campaigns, and seasonal moments that require social coverage.
3. Define the content mix per platform using the 3-2-1 framework in references/framework.md: ratio of educational, promotional, engagement, and community content. Match format and posting cadence to platform norms.
4. Draft the calendar in the scheduling tool using assets/social-content-calendar-template.md with post copy, creative briefs, hashtags, UTM parameters, and publish dates for the upcoming period.
5. Route posts requiring legal, product, or executive review through the approval workflow in references/framework.md with clear deadlines.
6. Schedule approved posts and set up monitoring for each publish window to catch errors or time-sensitive replies.
7. Review weekly performance against targets. Swap underperforming scheduled content for higher-potential alternatives.
8. Publish a monthly social performance summary with recommendations for the next period's content mix adjustments.

Anti-Patterns

• Publishing the same content across all platforms without adaptation. Why: Each platform has different audience expectations and format constraints; cross-posting verbatim signals laziness and tanks engagement.
• Planning content more than 4 weeks ahead without review gates. Why: Market conditions, product timelines, and competitive moves change; stale scheduled content damages relevance.
• Prioritizing post volume over post quality. Why: Algorithms reward engagement rate, not frequency; low-quality posts dilute brand perception and suppress reach.
• Skipping UTM parameters on links. Why: Without attribution tracking, social's contribution to traffic and pipeline is invisible and indefensible at budget time.

Output

Success artifacts:

• Published content calendar with platform-specific posts and schedules
• Weekly performance snapshots with engagement and traffic metrics
• Monthly social performance report with content mix recommendations
• Creative briefs for design and video assets tied to calendar slots

Failure reporting:

• Flag missed publish windows or approval bottlenecks within 4 hours
• Escalate sustained engagement drops exceeding 20% week-over-week to the marketing lead

Related Skills

No related skills defined yet.

• influencer-coordination-manager — sibling skill under the same agent — combine with influencer-coordination-manager for end-to-end coverage
• social-listening-analyst — sibling skill under the same agent — combine with social-listening-analyst for end-to-end coverage
• ugc-programme-designer — sibling skill under the same agent — combine with ugc-programme-designer for end-to-end coverage