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9 social media toolkits to help your business grow

Blog Post Author – Alan
Alan16th April 2020

It’s remarkably easy to set out to grow with social media marketing with a few tactics under your belt, only to stumble on challenges you didn’t expect to meet.

A social media toolkit should arm you with the basic knowledge and resources you need to excel on social media, it can also help you move away from using an excel sheet that you may call a social media calendar template.

We’d recommend making your own social media toolkit so your team knows how to create social posts that get great engagement. A great social media system will do you wonders and save you lots of time.

tools diy gif

What is a social media toolkit?

A social media toolkit is the ‘how to’ guide for your social media strategy. It lets you know exactly what your social media strategy should involve. Starting with a social media marketing plan is key to get organised and set your strategy.

However, a social media toolkit can also be a sort of guide on how & what to post on social media that’s shared with other individuals or businesses as part of a joint campaign, such as a fundraiser.

Both types of toolkit are important because they provide a code of best practice for using your social media effectively. However, they can also serve a more specific purpose, such as to build hype around a certain event.

Andy at cambridge social media event

Andy talks through the benefits of planning your social for events at Cambridge Social Media Day. Photography courtesy of Jemima Wilcox.

Some social media toolkits include the tools you need, such as a content planner, or a social media content calendar, or even templates for posts. Other toolkits explain that these tools can help, but don’t actually give you the tools themselves.

Learning from others and developing your own unique social media toolkit is a good idea if you work as part of a larger organization that doesn’t already have one in place.

However, this can take time. That’s why we’ve looked at several toolkits to show you which work best for your business, as well as others that have more of a specialized element.

Why you need a social media toolkit

Social media can be difficult to control. With the expectation to post every day, it can be difficult to produce and manage so much content.

A social media toolkit can help you get your social media done more effectively. The tools in your social media toolkit should work to make you productive and efficient. However, you’ll need to refine a toolkit that suits your business.

At its most basic level, your toolkit should include basic guidance and a checklist to help a newcomer to your organization, or the person you report to, understand how you’re using social media most effectively and to be sure your sticking to your social media plan.

paper gif

Whether that’s a tone of voice guide, or a style guide for creating assets, it’s important that these resources are in a shared location if there are several people working on your social media plan.

However, a social media toolkit goes beyond efficiency alone. You’ll also need to be consistent.

By bringing together all the different parts of what makes a great social post in one place, you’ll ensure your social media is aligned to your organization’s goals.

Keeping everything together in one place makes your social media content calendar easier to manage. Things don’t get lost or forgotten, and you and your team can focus on making sure everything gets done in a consistent way.

Great examples of social media toolkits

Click’s Social Media Toolkit

Who the toolkit is for

This toolkit is for B2B social media marketers. It can be used by any business but is best suited to small-to-medium-sized businesses. However, as one of the better toolkits out there, anyone could benefit from dipping into it as needed.

social media advertising booklet

Key features of the toolkit

The Click social media toolkit has a huge range of tools to make it easier for you to put your social media marketing strategy into practice, making it more efficient and more consistent.

Compared to other available toolkits, it’s pretty comprehensive.

The resource ‘Social Media Advertising - What are the Options?’ explains the best options for paid advertising across the main social platforms. These help you spend wisely and get the most for your money.

The toolkit includes a checklist to prepare your social accounts, and a social media cheat sheet to help make those key shortcuts where you could be saving time.

social media cheatsheet

There is also a free customizable social media content planner. You can download your own, then adapt it to suit your social media objectives.

social media content planner screenshot

Where to start with the toolkit

Once you’ve downloaded the social media toolkit, we recommend you take a look at the “Pros and Cons of Social Media” infographic. You'll be up together about understanding social media posting tools in no time.

This helps you understand which channels will work best for your business. It then makes sense to move on to the Cheat Sheet, which gives an understanding of how you can make social work for your business - the easy way.

pros and cons social media infographic

SEMRush Social Media Toolkit

Who the toolkit is for: This toolkit is for B2B social media marketers. Although B2C marketers won’t find everything relevant, they will find some useful tips and tricks they can apply to their own practice.

Key features of the toolkit: The SEMRush Social Media Toolkit describes itself as having only two ‘tools’: the Social Media Poster as well as the Social Media Tracker.

semrush social media toolkit

However, this doesn’t do justice to the range of resources available within the Poster and Planner. They’re both comprehensive and can help you make your own social plan or social media planning tools.

Where to start with the toolkit

It makes sense to start by reading about why the Poster and the Tracker are the central tools of the toolkit. From there, you can launch your own project, and begin using the tools for yourself.

The Open University Social Media Toolkit

Who the toolkit is for

This toolkit is designed for staff of the UK’s virtual learning platform the Open University who use social media both professionally and personally.

It’s a simple, effective toolkit for a large organization, so if you’re looking for something similar for your own, take notes.

Key features of the toolkit: The social media toolkit contains three detailed guidelines for using social media when representing the organization. You can see that there are three different sets of guidelines for each department of the Open University:

open university official social media accounts

The toolkit also has some stellar advice on creating video and audio for social media:

open university video and audio production

open university creating images and graphics

Where to start with the toolkit

Take a look at the Guidance by Social Network page to get a good feel for where to start. This section breaks down its advice by social channel.

From setting up the channels through to posting content, there’s everything an employee needs to know about posting. If you’re new to using and planning social media, this is exactly the footing you need.

open university guidance by social network

Smart Insights Social Media Toolkit

Who the toolkit is for

This toolkit is for both B2B & B2C social media marketers.

Key features of the toolkit

Digital marketing community Smart Insights has designed a social media toolkit that draws on multiple resources from across the web - a bit like this article!

This makes it a great resource for understanding everything that goes into creating a great social media toolkit or calendar schedule template.

For example, the toolkit points you in the direction of using analytics natively within each social platform, such as Twitter analytics below.

smart insights twitter analytics

For planning, Smart Insights points you to influencer marketing platform Buzzsumo, as well as other social media and content platforms. This allows you to pick which platform is best suited to your organizational needs but can also be confusing.

smarter insights buzzumo

Where to start with the toolkit

This toolkit is somewhat limited because it primarily links out to other resources. So there’s no real clues here about how to bring your own toolkit together, however, there is a heck of a lot of resources that are going to help you get there.

Sprout Social

Who the toolkit is for

Sprout Social is a social media planning and publishing tool for B2B and B2C marketers. It’s a powerful platform that’s best for businesses that would benefit from advanced features, but the toolkit is better suited to social media marketers that are just getting started.

Key features of the toolkit

Sprout offers several different resources that make up its toolkit, and it puts these tools in order of use. This prescriptive approach works really well. There’s no ambiguity about what to do next.

The first part of the toolkit is a checklist for getting started. This includes:

  1. Pick your social channels
  2. Complete your profiles
  3. Follow other businesses, brands, and prospects
  4. Keep an eye on your mentions
  5. Define your content strategy
  6. Assemble your content calendar
  7. Engage with others
  8. Find your brand voice
  9. Promote your social channels
  10. Monitor your social presence

checklist for getting started on social media

Next, you’ll have to use a second resource is a Google Sheet for performing a social media audit. By making a copy, you’ll have access to the template.

social media audit template excel screenshot

Once you’ve completed your social media audit template, you’ll set your SMART goals. Sprout Social defines these as goals that are Specific, Measurable, Attainable, Relevant, and Time-bound.

They’ve put a great infographic together to demonstrate how this works.

SMART goals for social media

Once you’ve decided on your SMART goals, it’s time to move on to step #4: Awareness content pre-planning.

This breaks down each stage of the purchasing funnel your customers will move through. Each of the stages includes:

  1. Awareness
  2. Consideration
  3. Intent
  4. Conversion

By completing the form for each stage, you’ll have a far better idea of how to attract customers at each stage of their journey.

awareness content planning

The final part of the toolkit is using Sprout Social itself. You’ve done all the planning work, you’ve defined your objectives, your audiences, your strengths, and weaknesses, and it’s time to start executing.

Where to start with the toolkit

Sprout Social recommends you work through the activities involved in the toolkit in order. However, if you’ve already got a good presence on social media, then we’d recommend starting with Stage 2, the content audit.

To get started with the toolkit follow the Sprout Social guidance in this article.

Giving Tuesday: Social media toolkit

Who the toolkit is for

This is a toolkit for businesses and individuals who want to join in with GivingTuesday’s social campaigns.

Giving Tuesday is a yearly charity event, and although that may not have much relevance to your business, the toolkit works as a useful template for anyone wanting to put together their own event-specific social campaign.

Key features of the toolkit

The toolkit is in a PDF format and gives clear ideas on how a business can use a social media plan to join GivingTuesday’s cause.

These include ideas for posts on different platforms, such as Twitter:

tweets from twitter collage

Giving Tuesday also gives you ideas for using video to improve your campaigns.

film tips graphic

Giving Tuesday also gives advice about how to manage the timeline for the campaign, meaning you can merge it with your regular social media calendar.

suggested timeline

Where to start with the toolkit

The toolkit is a fantastic template for anyone putting together a B2C social media campaign that wants to get individuals and other businesses involved.

It can be difficult to get traction with social campaigns, and that’s often not because people don’t want to be involved.

Much of the time, people don’t know exactly what to post. Other than sharing updates, how can your followers get involved more?

Giving a clear outline of how people can get engaged, your followers will have a clearer idea of what to post, how they can get creative, and how to show their support in general.

Because Giving Tuesday’s PDF toolkit is so simple, it should be easy for you to put together something simple to share your own ideas as campaigns go live.

Community Funded: Social media toolkit

Who the toolkit is for

Much like the Giving Tuesday example, this social media toolkit is a good example for anyone who wants to grow engagement around a social media campaign.

It’s especially geared for events, but it will also be a useful basis for growing momentum around any event your business is running or organizing.

Key features of the toolkit

Like with Sprout Social, the Community Funded social media toolkit is designed to be used in the given order. These are more simple than Sprout’s approach, and outline the minimum level of effort required to put in a successful campaign.

That makes it extremely useful for people that want to run a fuss-free social campaign.

The steps are:

  1. Choose your hashtag
  2. Create your image assets
  3. Write your templated posts
  4. Put the pieces together
  5. Promote your toolkit

Overall, the toolkit gives clear examples of how to construct posts for different social channels. That’s particularly useful if you’re not an experienced social media user because you can create your basic framework of posts for others to quickly change.

Here’s an example from the toolkit of a templated post people involved in an event can send out ahead of the event, in this example to help raise awareness and raise funds for the event.

pre-event info

Where to start with the toolkit

This example social media toolkit is designed to help you build your own toolkit and social media management system, so it’s best to start at the beginning. When you’ve followed all the steps you’ll have a structured resource to share with everyone involved in your event.

Shutterstock Social media toolkit

Who the toolkit is for

Shutterstock’s social media toolkit is designed for marketers who are looking to get started on social media. Shutterstock is a stock image library, so the focus is on image-based content but isn’t limited to that.

Key features of the toolkit

The toolkit mainly focuses on how to use images effectively as part of your social media marketing efforts. Unlike the other toolkits we’ve looked at, it goes into some depth here, letting you know the right dimensions for each image size and how to develop your visual brand.

However, there’s lots of info on the fundamentals of choosing a channel to post to, and a social media automation tool to use too.

the right social media image dimensions

Where to start with the toolkit

You’ll probably want to combine the information about developing a visual brand, and image sizes with some of the templates in the other toolkits.

View what’s in this social media toolkit as an image-focused addition to all the good stuff you find in the Smart Insights or Sprout Social toolkits, for example.

Summary

A social media toolkit is really useful if you’re new to social media, or you’re new to a company where they don’t have a social media toolkit in place. Researching the right social media marketing tools is key when it comes to being a social media marketing manager.

The toolkit helps you develop your brand, set rules for the type of thing you want to post, clarify how and where to post, and drive the level of consistency that improves engagement. A content marketing calendar as one exmaple can defintiely help your plan and map out your content and get your organised before scheduling and editing.

This could be for your own company, or for other individuals or businesses you’re working on a social media campaign with.

We’d recommend keeping your objectives for the toolkit clear and communicating your key points as simply as possible. As all social media marketers know, effective communication is everything.


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