Decide who you are posting for before you decide what to post.
Five parts: the person you are talking to, a month of content planned in advance, a posting rhythm you can actually keep, the four numbers worth tracking, and the arithmetic for whether any of it paid. Mostly blank, because the answers are yours.
FUEiNT Technologies is a software studio in Coimbatore, India, building custom software since 2014. This is a free workbook that accompanies our social media marketing article — fill it in on screen or print it; nothing is submitted anywhere.
Part 1 — Who you are talking to
One person, described specifically enough that you could recognise them. "Anyone who might buy" produces content nobody reads.
Part 2 — A week of content
A conventional mix is roughly six parts useful, three parts conversational, one part selling. Fill in the idea and the platform; print one copy per week.
| Day | Type | The idea | Where it goes |
|---|---|---|---|
| Monday | Teach something | ||
| Tuesday | Show the work | ||
| Wednesday | Sell something | ||
| Thursday | A customer’s words | ||
| Friday | Light — the one that gets shared | ||
| Weekend | Personal, or a recap |
Part 3 — Your posting rhythm
Set a frequency you can hold for six months on your worst week, not your best one. Consistency is the whole game and everyone overestimates their own.
| Platform | How often | When | Who does it |
|---|---|---|---|
| YouTube or TikTok | |||
| WhatsApp broadcast |
Part 4 — The four numbers
Set your own targets from your own baseline. There is no industry figure here because a useful one would have to know your trade, your following and your market.
| What to measure | Where it is today | Target for month 1 | Actual | Target for month 2 |
|---|---|---|---|---|
| Followers | ||||
| Engagement rate | ||||
| Clicks through to your site | ||||
| Enquiries you can trace back to social |
Part 5 — Did it pay?
The arithmetic is: revenue you can trace to social, minus what social cost you, divided by what social cost you, times a hundred. That gives you a percentage return.
The half people get wrong is the cost. It is not just the ad spend. It is the tools, plus the hours — yours or someone else’s — at whatever an hour of that person’s time is worth. Social media is almost always more expensive than it looks, and it is the time rather than the money that makes it so.
The other half is the revenue. Unless a link is tagged, a code is used or somebody is asked how they found you, the number is a guess. Tag the links before you start, or accept that part four is the only section you will be able to fill in honestly.
Your return, worked out
Posting is measurable. Most people simply never set it up to be.
If you cannot tell which posts produce enquiries, tell us what you are running and a senior engineer will write back with what we would connect first.
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