Social Media Scheduling with AI Content

Creating consistent social media content is a struggle for most businesses. In this lesson, you will build an automation that generates AI-written posts tailored to each platform and schedules them automatically.

What You Will Build

Template 2: AI Social Media Content Generator

Trigger: New row in Google Sheets (content idea) → AI: Generate platform-specific posts from the idea → Action: Schedule posts to Twitter/X, LinkedIn, and Facebook

One content idea becomes multiple ready-to-publish posts, each optimized for its platform.

The Content Spreadsheet

Start with a simple Google Sheet as your content calendar:

Column A	Column B	Column C	Column D
Date	Topic	Key Points	Tone
2026-03-01	AI productivity tips	Save 2 hours/day, automation tools, prompt engineering	Professional
2026-03-03	No-code tools review	Make vs Zapier, beginner friendly, free tiers	Casual
2026-03-05	Remote work automation	Email sorting, calendar management, report generation	Inspirational

Each row represents a content idea. The automation processes new rows and generates posts.

Building in Zapier

Step 1: Trigger from Google Sheets

1. Create a new Zap
2. Trigger: Google Sheets → "New Spreadsheet Row"
3. Connect your Google account
4. Select your content calendar spreadsheet
5. Select the worksheet (e.g., "Sheet1")
6. Test to pull in a sample row

Step 2: Generate the Social Media Posts

1. Add OpenAI → "Conversation"
2. Model: gpt-4o-mini
3. System prompt:

You are a social media content creator. Given a topic and key points, generate three platform-specific posts.

Format your response exactly like this:

TWITTER:
[Tweet under 280 characters. Use a hook, include 1-2 relevant hashtags]

LINKEDIN:
[Professional post, 100-150 words. Start with a hook question or bold statement. Include line breaks for readability. End with a question to drive engagement]

FACEBOOK:
[Friendly, conversational post, 50-100 words. Include an emoji or two. End with a call to action]

4. User message:

Topic: {Topic}
Key Points: {Key Points}
Tone: {Tone}

Map each field from the Google Sheets trigger.

5. Temperature: 0.7 (higher for creative writing)
6. Max Tokens: 600

Step 3: Parse the Response

The AI returns all three posts in one response. You need to extract each one.

1. Add Formatter by Zapier → "Text" → "Split Text"
2. Input: The OpenAI response
3. Separator: "LINKEDIN:" (this splits the text into the Twitter section and the rest)

For a simpler approach, use three separate AI calls with platform-specific prompts. This costs slightly more but gives cleaner output.

Step 4: Post to Each Platform

For Twitter/X:

1. Add Twitter → "Create Tweet"
2. Map the extracted Twitter post

For LinkedIn:

1. Add LinkedIn → "Create a Share Update"
2. Map the extracted LinkedIn post

For Buffer/Hootsuite (scheduling):

1. Add Buffer → "Create a Post" (allows scheduling for a future date)
2. Map the post content and set the publish date from Column A

Building in Make

Step 1: Watch Google Sheets

1. Add Google Sheets → "Watch Rows"
2. Connect your Google account and select your spreadsheet
3. Set the maximum number of rows to 3

Step 2: Generate Posts with AI

1. Add OpenAI → "Create a Completion"
2. Use the same system prompt from the Zapier example
3. Map the Topic, Key Points, and Tone from the Google Sheets module

Step 3: Use a Router for Multiple Platforms

This is where Make's visual canvas shines.

1. Add a Router after the AI module
2. The router creates separate paths for each platform
3. Path 1: Twitter → "Create a Tweet"
4. Path 2: LinkedIn → "Create a Share Update"
5. Path 3: Facebook → "Create a Post"

For each path, you can add a Text Parser module to extract the relevant section from the AI response.

Step 4: Schedule the Scenario

1. Set the scenario to run every hour (or match your posting schedule)
2. The scenario will check for new rows and process them automatically

Advanced: Three Separate AI Calls

For more control over each platform's content, use three separate AI calls instead of one:

Twitter prompt:

Write a tweet (under 280 characters) about: {Topic}
Key points: {Key Points}
Tone: {Tone}
Include 1-2 relevant hashtags. Make it attention-grabbing.

LinkedIn prompt:

Write a LinkedIn post (100-150 words) about: {Topic}
Key points: {Key Points}
Tone: {Tone}
Start with a hook. Use line breaks. End with a discussion question.

Facebook prompt:

Write a Facebook post (50-100 words) about: {Topic}
Key points: {Key Points}
Tone: {Tone}
Keep it friendly and conversational. Include 1-2 emojis. End with a call to action.

This approach costs about 3x more in API calls but produces better, more tailored content for each platform.

Tips for Better AI Social Content

1. Add brand voice guidelines to your system prompt ("Write in the voice of a friendly tech expert, avoid corporate jargon")
2. Include example posts in the prompt to show the AI your style
3. Use the Key Points column to ensure accuracy (the AI will not make up statistics if you provide them)
4. Review before publishing - Set up drafts or a review queue rather than auto-publishing directly
5. Track performance - Add columns to your spreadsheet for engagement metrics to refine your approach

Key Takeaways

• A Google Sheet serves as a simple content calendar that triggers your automation
• One content idea can become multiple platform-specific posts using AI
• Use higher temperature (0.7) for creative social media writing
• Make's router is ideal for sending content to multiple platforms in parallel
• Review AI-generated content before publishing, especially when starting out