Here are the 5 types of social media planners you need. Depending on your organisation you may want different sections, different colour coding or completely different calendars:

Most people know content calendars for social media. This is content YOUR create. Earned Attention.
Social Media Outcome: Build Awareness

Promotions is Bought Attention. Through ads or free ebooks and downloads or perhaps a competition or some other way to get email signups or sales or promotions.
Social Media Outcome: Call to Action (CTA)

Engagement planning is deciding you want more comments and likes and replies and planning for it. Comment calendars or AMAs (Ask me anything, also called Town Hall).
Social Media Outcome: More engagement and better algorithm outcomes on Facebook, Instagram etc.

Sometimes the best marketing is outbound PR (Influencers talking to their audience instead of you purely building your own). Create collaboration teams and tag/share!
Social Media Outcome: improved Reach into the non-Direct channel

Looking back is as important as planning forward in social media. What worked, what didn’t what time of day, day of week and content type worked on Facebook, LinkedIn and Instagram? What “voice” worked best on Twitter? Analytics, Memory Planning. Social Media Outcome: Better outcomes overall. Now you know what worked.

Your Planner: Place the opening of the Olympics, or Fashion Week or Talk Like a Pirate Day or International Women’s Day in the planner along with end of Financial Year, budget deadlines and office closures.Social Media Outcome: Don’t run Social Media campaigns on the wrong day!

My #PlanWithLaurel videos will be up soon – you can subscribe on YouTube now if you don’t want to miss these social media content calendar etc videos. I also am thinking of running short workshops on this for conferences and inhouse at companies. Please let me know if interested CONTACT:  pa@laurelpapworth.com – BTW the online mentoring group for this is almost full so please also let me know if interested in learning/working through your content calendar and other social media planners.