Social Media Marketing Fundamentals

Module 14: Building Your Social Media Workflow

Learning Objectives

Create a sustainable social media system
Organize tools and processes
Build standard operating procedures
Plan for long-term success

Key Concepts

From Tactics to Systems

Individual tactics are important, but sustainable success comes from systems.

A tactic is what you do (post a Reel, write a caption). A system is how you consistently do it (weekly workflow, templates, processes).

Without systems:

Every task requires decision-making
Quality varies unpredictably
Burnout is inevitable
Scaling is impossible

With systems:

Routine reduces friction
Consistency becomes automatic
Quality is maintainable
Growth is sustainable

The Complete Social Media Workflow

Phase 1: Strategy (Monthly/Quarterly)

Activities:

Review analytics and performance
Assess goal progress
Research trends and competitors
Plan content themes
Update content pillars if needed
Set objectives for next period

Time: 2-4 hours quarterly, 1 hour monthly

Output: Updated strategy document, content themes

Phase 2: Planning (Weekly)

Activities:

Review content calendar
Brainstorm specific content ideas
Assign content to days
Note any timely opportunities
Plan engagement focus areas

Time: 30-60 minutes weekly

Output: Week's content calendar filled in

Phase 3: Creation (Batch Sessions)

Activities:

Write all captions
Create all graphics
Shoot photos/videos
Edit visual content
Prepare hashtag sets
Create Story content

Time: 2-4 hours in batches (weekly or bi-weekly)

Output: Content ready for scheduling

Phase 4: Scheduling (Weekly)

Activities:

Load content into scheduler
Set optimal posting times
Add hashtags and tags
Queue Stories if possible
Double-check all details

Time: 30 minutes weekly

Output: Week's content scheduled

Phase 5: Engagement (Daily)

Activities:

Respond to comments and DMs
Engage with target accounts
Monitor mentions and tags
Join relevant conversations
Post Stories for real-time content

Time: 30-60 minutes daily

Output: Active community engagement

Phase 6: Analysis (Weekly/Monthly)

Activities:

Check key metrics
Identify top performing content
Note what's not working
Extract insights
Adjust upcoming content

Time: 15 minutes weekly, 1 hour monthly

Output: Insights document, strategy adjustments

Building Your Toolkit

Organize tools by function:

Content Creation:

AI writing tool: [e.g., ChatGPT, Claude]
Design tool: [e.g., Canva]
Photo editing: [e.g., Lightroom, VSCO]
Video editing: [e.g., CapCut, InShot]

Scheduling & Management:

Scheduling tool: [e.g., Later, Buffer]
Link in bio: [e.g., Linktree, Stan]
Calendar: [e.g., Google Calendar, Notion]

Analytics & Monitoring:

Native platform analytics
Social listening: [if needed]
Website analytics: Google Analytics

Organization:

Content storage: [e.g., Google Drive, Dropbox]
Project management: [e.g., Notion, Trello]
Notes/ideas: [e.g., Notes app, Notion]

Tip: Don't overcomplicate. Start with fewer tools and add only when needed.

Creating Standard Operating Procedures

SOPs ensure consistency and enable delegation.

SOP Template:

Task Name: [What this procedure covers]

Purpose: [Why this task matters]

Frequency: [How often—daily, weekly, etc.]

Time Required: [Expected duration]

Tools Needed: [List of tools/accounts required]

Steps:

[First step with specific details]
[Second step]
[Continue until complete]

Quality Checklist:

[Check 1]
[Check 2]
[Check 3]

Example SOP - Weekly Content Scheduling:

Task Name: Schedule Week's Content

Purpose: Ensure consistent posting without daily effort

Frequency: Every Sunday evening

Time Required: 30 minutes

Tools Needed: Later (scheduling), Google Drive (content folder), Hashtag doc

Steps:

Open Later and content calendar
Open content folder in Google Drive
For each scheduled post:
- Upload visual from folder
- Copy caption from planning doc
- Add hashtags from hashtag doc
- Set scheduled time
- Enable first comment for Instagram hashtags
Preview all scheduled posts
Confirm schedule
Mark week as "scheduled" in project tracker

Quality Checklist:

All days have scheduled content
Captions proofread
Hashtags relevant to each post
Times match optimal posting schedule
Links working (if applicable)

Time Management for Social Media

Time blocking approach:

Day	Focus	Time
Sunday	Planning + scheduling	1 hour
Monday	Engagement hour	45 min
Tuesday	Content creation (batch)	2 hours
Wednesday	Engagement hour	45 min
Thursday	Community management	45 min
Friday	Analytics review	30 min
Weekend	Light engagement only	15-30 min

Total: ~6-7 hours/week for meaningful social media management

Productivity tips:

Batch similar tasks together
Set specific times for social media (avoid all-day checking)
Use app timers to limit scrolling
Turn off notifications during focus time
Prepare before you execute (plan, then create)

Scaling Your Efforts

When you're ready to grow:

Adding platforms:

Master one platform first
Repurpose content for second platform
Adapt (not just copy) for new platform
Build systems before expanding further

Getting help:

Virtual assistants for scheduling/engagement
Freelancers for content creation
Agencies for comprehensive management
Interns for specific projects

What to delegate first:

Scheduling (most repetitive)
Basic engagement (comments, likes)
Graphic creation (from templates)
Caption drafts (you edit)

What to keep yourself:

Strategy and direction
Voice and personality
Community relationships
Crisis response
High-stakes content

Troubleshooting Common Problems

Problem: No engagement

Check: Are you engaging with others?
Check: Are you asking questions?
Check: Is content relevant to audience?
Action: Focus on engagement hour, refine targeting

Problem: No growth

Check: Are you creating shareable content?
Check: Are you using hashtags strategically?
Check: Are you consistent?
Action: Create value worth sharing, optimize discovery

Problem: Burnout

Check: Are you trying to do too much?
Check: Are you batching effectively?
Check: Is your schedule sustainable?
Action: Reduce frequency, improve systems, consider help

Problem: No business results

Check: Do you have clear CTAs?
Check: Is content aligned with offers?
Check: Are you nurturing toward conversion?
Action: Add more conversion content, improve funnel

Your 30-Day Launch Plan

Week 1: Foundation

Complete audience research
Define 3-5 content pillars
Set up/optimize profiles
Create brand visual guidelines
Set up scheduling tool

Week 2: Content

Create content calendar template
Batch 2 weeks of content
Set up hashtag system
Schedule first week
Begin engagement hour practice

Week 3: Engagement

Establish engagement routine
Identify 20 accounts for regular engagement
Practice comment strategies
Set up DM response templates
Join relevant conversations

Week 4: Optimization

Review first analytics
Identify early patterns
Adjust content strategy
Refine posting times
Plan next month

Exercise

Build Your Social Media System

Choose your posting schedule:
- Platform 1: ___ posts per week on [days]
- Platform 2: ___ posts per week on [days]
Set up your time blocks for the week:
- Planning: [Day] at [Time]
- Creation: [Day] at [Time]
- Scheduling: [Day] at [Time]
- Engagement: Daily at [Time]
- Analytics: [Day] at [Time]
List your essential tools:
- Creation: ___________
- Scheduling: ___________
- Analytics: ___________
- Organization: ___________
Write one SOP for your most repeated task (use the template above)
Create your 30-day plan using the framework provided

Summary

Sustainable social media success requires systems, not just tactics. Build a complete workflow: strategy (monthly/quarterly), planning (weekly), creation (batched), scheduling (weekly), engagement (daily), and analysis (weekly/monthly). Organize your toolkit by function and avoid tool overload. Create SOPs for consistent, delegatable processes. Manage time through blocking and batching. Scale by mastering one platform before expanding, and delegate repetitive tasks while keeping strategy and voice. Follow the 30-day launch plan to build your foundation systematically.

Next Steps

You now have the knowledge to execute effective social media marketing. The final module brings everything together and prepares you for ongoing success.

Social Media Marketing Fundamentals

Module 14: Building Your Social Media Workflow

Learning Objectives

Create a sustainable social media system
Organize tools and processes
Build standard operating procedures
Plan for long-term success

Key Concepts

From Tactics to Systems

Individual tactics are important, but sustainable success comes from systems.

A tactic is what you do (post a Reel, write a caption). A system is how you consistently do it (weekly workflow, templates, processes).

Without systems:

Every task requires decision-making
Quality varies unpredictably
Burnout is inevitable
Scaling is impossible

With systems:

Routine reduces friction
Consistency becomes automatic
Quality is maintainable
Growth is sustainable

The Complete Social Media Workflow

Phase 1: Strategy (Monthly/Quarterly)

Activities:

Review analytics and performance
Assess goal progress
Research trends and competitors
Plan content themes
Update content pillars if needed
Set objectives for next period

Time: 2-4 hours quarterly, 1 hour monthly

Output: Updated strategy document, content themes

Phase 2: Planning (Weekly)

Activities:

Review content calendar
Brainstorm specific content ideas
Assign content to days
Note any timely opportunities
Plan engagement focus areas

Time: 30-60 minutes weekly

Output: Week's content calendar filled in

Phase 3: Creation (Batch Sessions)

Activities:

Write all captions
Create all graphics
Shoot photos/videos
Edit visual content
Prepare hashtag sets
Create Story content

Time: 2-4 hours in batches (weekly or bi-weekly)

Output: Content ready for scheduling

Phase 4: Scheduling (Weekly)

Activities:

Load content into scheduler
Set optimal posting times
Add hashtags and tags
Queue Stories if possible
Double-check all details

Time: 30 minutes weekly

Output: Week's content scheduled

Phase 5: Engagement (Daily)

Activities:

Respond to comments and DMs
Engage with target accounts
Monitor mentions and tags
Join relevant conversations
Post Stories for real-time content

Time: 30-60 minutes daily

Output: Active community engagement

Phase 6: Analysis (Weekly/Monthly)

Activities:

Check key metrics
Identify top performing content
Note what's not working
Extract insights
Adjust upcoming content

Time: 15 minutes weekly, 1 hour monthly

Output: Insights document, strategy adjustments

Building Your Toolkit

Organize tools by function:

Content Creation:

AI writing tool: [e.g., ChatGPT, Claude]
Design tool: [e.g., Canva]
Photo editing: [e.g., Lightroom, VSCO]
Video editing: [e.g., CapCut, InShot]

Scheduling & Management:

Scheduling tool: [e.g., Later, Buffer]
Link in bio: [e.g., Linktree, Stan]
Calendar: [e.g., Google Calendar, Notion]

Analytics & Monitoring:

Native platform analytics
Social listening: [if needed]
Website analytics: Google Analytics

Organization:

Content storage: [e.g., Google Drive, Dropbox]
Project management: [e.g., Notion, Trello]
Notes/ideas: [e.g., Notes app, Notion]

Tip: Don't overcomplicate. Start with fewer tools and add only when needed.

Creating Standard Operating Procedures

SOPs ensure consistency and enable delegation.

SOP Template:

Task Name: [What this procedure covers]

Purpose: [Why this task matters]

Frequency: [How often—daily, weekly, etc.]

Time Required: [Expected duration]

Tools Needed: [List of tools/accounts required]

Steps:

[First step with specific details]
[Second step]
[Continue until complete]

Quality Checklist:

[Check 1]
[Check 2]
[Check 3]

Example SOP - Weekly Content Scheduling:

Task Name: Schedule Week's Content

Purpose: Ensure consistent posting without daily effort

Frequency: Every Sunday evening

Time Required: 30 minutes

Tools Needed: Later (scheduling), Google Drive (content folder), Hashtag doc

Steps:

Open Later and content calendar
Open content folder in Google Drive
For each scheduled post:
- Upload visual from folder
- Copy caption from planning doc
- Add hashtags from hashtag doc
- Set scheduled time
- Enable first comment for Instagram hashtags
Preview all scheduled posts
Confirm schedule
Mark week as "scheduled" in project tracker

Quality Checklist:

All days have scheduled content
Captions proofread
Hashtags relevant to each post
Times match optimal posting schedule
Links working (if applicable)

Time Management for Social Media

Time blocking approach:

Day	Focus	Time
Sunday	Planning + scheduling	1 hour
Monday	Engagement hour	45 min
Tuesday	Content creation (batch)	2 hours
Wednesday	Engagement hour	45 min
Thursday	Community management	45 min
Friday	Analytics review	30 min
Weekend	Light engagement only	15-30 min

Total: ~6-7 hours/week for meaningful social media management

Productivity tips:

Batch similar tasks together
Set specific times for social media (avoid all-day checking)
Use app timers to limit scrolling
Turn off notifications during focus time
Prepare before you execute (plan, then create)

Scaling Your Efforts

When you're ready to grow:

Adding platforms:

Master one platform first
Repurpose content for second platform
Adapt (not just copy) for new platform
Build systems before expanding further

Getting help:

Virtual assistants for scheduling/engagement
Freelancers for content creation
Agencies for comprehensive management
Interns for specific projects

What to delegate first:

Scheduling (most repetitive)
Basic engagement (comments, likes)
Graphic creation (from templates)
Caption drafts (you edit)

What to keep yourself:

Strategy and direction
Voice and personality
Community relationships
Crisis response
High-stakes content

Troubleshooting Common Problems

Problem: No engagement

Check: Are you engaging with others?
Check: Are you asking questions?
Check: Is content relevant to audience?
Action: Focus on engagement hour, refine targeting

Problem: No growth

Check: Are you creating shareable content?
Check: Are you using hashtags strategically?
Check: Are you consistent?
Action: Create value worth sharing, optimize discovery

Problem: Burnout

Check: Are you trying to do too much?
Check: Are you batching effectively?
Check: Is your schedule sustainable?
Action: Reduce frequency, improve systems, consider help

Problem: No business results

Check: Do you have clear CTAs?
Check: Is content aligned with offers?
Check: Are you nurturing toward conversion?
Action: Add more conversion content, improve funnel

Your 30-Day Launch Plan

Week 1: Foundation

Complete audience research
Define 3-5 content pillars
Set up/optimize profiles
Create brand visual guidelines
Set up scheduling tool

Week 2: Content

Create content calendar template
Batch 2 weeks of content
Set up hashtag system
Schedule first week
Begin engagement hour practice

Week 3: Engagement

Establish engagement routine
Identify 20 accounts for regular engagement
Practice comment strategies
Set up DM response templates
Join relevant conversations

Week 4: Optimization

Review first analytics
Identify early patterns
Adjust content strategy
Refine posting times
Plan next month

Exercise

Build Your Social Media System

Choose your posting schedule:
- Platform 1: ___ posts per week on [days]
- Platform 2: ___ posts per week on [days]
Set up your time blocks for the week:
- Planning: [Day] at [Time]
- Creation: [Day] at [Time]
- Scheduling: [Day] at [Time]
- Engagement: Daily at [Time]
- Analytics: [Day] at [Time]
List your essential tools:
- Creation: ___________
- Scheduling: ___________
- Analytics: ___________
- Organization: ___________
Write one SOP for your most repeated task (use the template above)
Create your 30-day plan using the framework provided

Summary

Next Steps

You now have the knowledge to execute effective social media marketing. The final module brings everything together and prepares you for ongoing success.