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It guides teams to decide what to post and how often based on business priorities, supporting objectives like content sharing, brand personality, events, product updates, lead generation, customer acquisition, and relationship building. The guide also defines the “411” posting rule and explains how to establish a consistent brand voice through persona, tone, language, and purpose, including editorial workflow and promotion request processes.",{"@graph":63,"@context":119},[64,80,102],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":31,"@type":70,"position":76},"https://docshare.wps.com/template/social-media/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/sample-social-editorial-calendar-social-media/243523/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/sample-social-editorial-calendar-social-media/243523.png","ImageObject",442,249,{"name":88,"@type":89},"Patrick","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-14","2026-09-12",true,{"@type":98,"interactionType":99,"userInteractionCount":101},"InteractionCounter",{"@type":100},"ViewAction",6,{"@type":103,"mainEntity":104},"FAQPage",[105,111,115],{"name":106,"@type":107,"acceptedAnswer":108},"How do you decide what to post on social media?","Question",{"text":109,"@type":110},"Start from your priorities and objectives for your social presence. Choose the right posting cadence by balancing content sharing, brand personality, events, product announcements, lead building, customer acquisition, and relationship nurturing.","Answer",{"name":112,"@type":107,"acceptedAnswer":113},"What is the “411” rule for social content?",{"text":114,"@type":110},"Aim to post four educational or entertaining posts for everyone “soft promotion” and one “hard promotion” (for example, watching a demo). This keeps engagement high without sounding overly sales-driven.",{"name":116,"@type":107,"acceptedAnswer":117},"How can a company maintain a consistent brand voice on different social networks?",{"text":118,"@type":110},"Define your voice using character/persona, tone, language, and purpose. 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The only thing missing? A way to map, track, and share your social marketing plan company-wide.  \nThis sample editorial calendar will help you manage your daily, monthly, and yearly marketing on social. Check out how Marketo plans our social content, and then create your own editorial calendar using our handy templates.  \nWHAT SHOULD I POST?  \nIn our experience, companies tend to have one of two problems with social—either they can’t think of anything to post, or they’ve got so much material that they overwhelm their audience. Regardless of where you fall on the spectrum, the question of what (and how often) to post on social is a very important one.  \nTo help you answer the cadence question, we’ve shared our own posting schedule for each social network. But to figure out the right mix for your own business, you should start with your priorities: what do you hope to accomplish with your social presence?  \nYou probably have several objectives, which might include:  \n Sharing relevant content  \n Showing off your brand’s sparkling personality  Promoting events  \n • Announcing new products  \n • Gathering new names for your marketing database  \n • Acquiring new customers  \n Building/nurturing relationships with your current audience  \n • Increasing traffic to your blog/website/landing pages  \nAt Marketo, we prioritize promotions that our marketing team has specifically requested (see our “Social Request Form” template later in this guide), events that need to be promoted, our daily marketing blog, and our newest educational content.  \nWe also look at each day/week’s post as a whole—using our social editorial calendar, we can clearly see if we’re over-posting about a certain topic, or failing to support one of our core competencies.  \nYour editorial calendar should reflect your own priorities—fill them in below:  \nPriority1:    \nPriority 2:    \nPriority 3:    \nPriority 4:    \nPriority 5:    \nSample Social Editorial Calendar .. ................. 3  \nTHE 411  \nRULE  \nAt Marketo, we always aim for the 411 rule on social—we try to post four educational, entertaining posts for everyone “soft promotion” (such as an event promotion) and one“hard promotion” (such as “watch a demo”) .  \nWe’ve found that this approach works in email marketing, on our blog, and in social marketing. It lets us engage in conversations with our audience, build awareness, and keep in touch with our followers—without coming across as pushy or sales-y.  \nSo even if one of your top priorities is “announcing new products,” we don’t recommend tweeting about your new releases all day. Likewise, if you want to acquire new customers on social, it’s still not the best venue for advertising deals. You can certainly mention promotions on occasion, but do so with caution. Your audience’s trust—ultimately, your most powerful selling tool—hangs in the balance.  \nSample Social Editorial Calendar ..... .............. 4  \nDEFINING YOUR VOICE  \nSocial is the perfect place to show your brand’s human side—you can be conversational, engaging, and even funny (if that aligns with your brand) . But while you might adopt a more playful voice on Twitter, and a more professional voice on LinkedIn, consistency is key.  \nStephanie Schwab of Social Media Explorer breaks down a brand’s voice into four categories: Character/Persona, Tone, Language, and Purpose. Here’s her list of attributes for each category—which of these descriptors belong to your brand?  \nCharacter/Persona  \n • Friendly  \n• Warm  \n • Inspiring  Playful  \n • Authoritative  \n • Professional  \nLanguage  \n • Complex  \n • Savvy  \n• Insider  \n • Serious  \n • Simple  \n• Jargon-filled  \n• Fun  \n • Whims","cbCail3s5u6WiXBR","https://ap.wps.com/l/cbCail3s5u6WiXBR","pdf",1785271,23,"English","# Introduction\n## What should I post?\n## The 411 rule\n## Defining your voice\n## Social promotion request form","[{\"question\":\"How do you decide what to post on social media?\",\"answer\":\"Start from your priorities and objectives for your social presence. Choose the right posting cadence by balancing content sharing, brand personality, events, product announcements, lead building, customer acquisition, and relationship nurturing.\"},{\"question\":\"What is the “411” rule for social content?\",\"answer\":\"Aim to post four educational or entertaining posts for everyone “soft promotion” and one “hard promotion” (for example, watching a demo). This keeps engagement high without sounding overly sales-driven.\"},{\"question\":\"How can a company maintain a consistent brand voice on different social networks?\",\"answer\":\"Define your voice using character/persona, tone, language, and purpose. Then align writers, extend the review process across teams, and use the editorial calendar to ensure consistency and track what has been posted.\"}]","Sample Social Editorial Calendar - Social Media | PDF",1789205035,8]