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Social Media Content Planner

Coordinate event social posts with this editable social media content planner workbook. Marketing managers map Channel Strategy, schedule the Content Calendar, track creative in the Asset Register and review Performance and Test Log sheets. It focuses on social themes, formats and dates rather than the full cross-channel marketing calendar or formal creative approval governance. The file is manually maintained Excel, not an auto-publishing tool.

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Format
XLSX
Difficulty
Intermediate
Time
30 min
Stage
Promote

What this resource helps you do

  • Capture the essential social media content planner inputs in one place
  • Hand off a consistent template across event marketing owners
  • Reduce last-minute gaps before the promote milestone
  • Reuse the structure for the next event marketing cycle

When to use this resource

  • When defining what each social channel should achieve
  • While scheduling posts against event milestones
  • During weekly social reviews of creative readiness and performance notes

What is included

  • social-media-content-planner.xlsx
  • XLSX download package
  • Instructions: Guidance for planning social content in the workbook.
  • Event Setup: Shared event context for social planning.
  • Channel Strategy: Role of each social channel and target audience.
  • Content Calendar: Dated social posts linked to event milestones.
  • Asset Register: Creative assets supporting planned social posts.
  • Performance: Social performance notes for review.
  • Test Log: Content experiment and learning log.
  • Summary: Social content status summary.

Information required before starting

  • Event dates and campaign themes
  • Priority social channels and audiences
  • Draft posts, creative assets and owners

What you produce

  • Channel strategy
  • Social content calendar
  • Social asset register
  • Performance and experiment notes

Who this is for

This resource is designed for Event organisers and Marketing managers who need a practical, reusable document for event marketing.

  • marketing manager

    Owns social channel roles, calendar cadence and performance review.

  • event organiser

    Aligns social milestones with programme announcements and operational constraints.

Event-type use cases

  • festival

    Plans multi-week social themes around lineup drops and on-site moments.

  • conference

    Sequences speaker, agenda and registration posts against fixed milestones.

How to use this resource

  1. 1

    Set Event Setup and Channel Strategy

    Confirm event context, then define what each social channel is expected to do.

  2. 2

    Build the Content Calendar

    Schedule posts and themes against event milestones rather than inventing an ad-hoc feed.

  3. 3

    Populate the Asset Register

    Link creative assets to planned posts so copy and media stay paired.

  4. 4

    Review Performance and Test Log

    Capture results and experiments without treating the sheet as automatic attribution.

  5. 5

    Escalate formal approvals to the asset register

    Use the marketing asset and approval register when creative needs formal review, rights tracking or production scheduling.

Common mistakes to avoid

  • Using this as the full marketing calendar — Keep cross-channel campaign activities in the event marketing calendar and use this workbook for social posts only.
  • Expecting auto-publishing from the spreadsheet — Maintain the plan in Excel and schedule or publish through your social tools separately.
  • Skipping channel roles before filling dates — Complete Channel Strategy so each calendar entry has a clear audience purpose.

Download files

Unlock this resource above to download every included file. Companion files do not need a separate form.

Social media content planner — editable XLSX

Editable Excel workbook with Channel Strategy, Content Calendar, Asset Register, Performance, Test Log and Summary sheets for event social planning.

When to choose it: Use as the working social content plan once campaign timing is known.

XLSX · 29 KBLocked

Continue your planning workflow

← Previous stepPartnership And Affiliate Campaign TrackerNext step →Structured Data And Discoverability WorkbookNext step →Accessibility Communications KitNext step →Attendee Communications Planner

Take this workflow into EventSuite

Replace manual files with live event operations connected across ticketing, vendors, marketing, and reporting.

Get startedStart your setupConnect your event operations to EventSuite — ticketing, vendors, marketing, and analytics in one platform.Talk to usBook a demoSee how EventSuite can replace spreadsheets and manual processes for your events.

Event management

Run events end-to-end from brief to post-event reporting.

Event marketing

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Campaigns

Create and track event marketing campaigns.

Frequently asked questions

Frequently Asked Questions

Is this the same as the event marketing calendar?+

No. The marketing calendar schedules cross-channel campaign activities. This planner focuses on social channel strategy, posts, assets and performance.

Does it publish posts automatically?+

No. It is an editable planning workbook. Publishing remains in your chosen social tools.

Where do formal creative approvals go?+

Track social post assets here for planning, then use the marketing asset and approval register for formal review, rights tracking and production scheduling.

Which sheets coordinate channel posts, creative assets and social testing?+

Channel Strategy, Content Calendar, Asset Register, Performance, Test Log and Summary, plus Instructions and Event Setup.

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