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Developing a Social Media Content Calendar Tool for Strategic Digital Marketing
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Readers/Advisors
Lizardi, Ryan, Ph. D, Schneider, Steven, Ph.D
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Term and Year
Spring 2025
Publication Date
2025-05
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Abstract
This project addresses the problem of inefficient and inconsistent social media content planning,
particularly for individuals and small businesses lacking access to expensive, complex
scheduling tools. The investigation focuses on developing a customizable, user friendly Social
Media Content Calendar Tool using Google Sheets. Materials and methods include a literature
review on content strategy, platform algorithms, and usability design, as well as a comparative
analysis of existing tools like Hootsuite and Buffer. A prototype calendar was created with
features such as hashtag grouping, performance tracking, and platform specific monthly and
weekly planners. Usability testing was done using an AI driven evaluation to improve
accessibility and workflow efficiency. The conclusion reached is that a well designed, structured
content calendar can significantly improve engagement, consistency, and user productivity,
filling a gap left by current scheduling tools that are often too expensive or overly complex for
everyday users.
Citation
DiMaggio, G. (2025). Developing a social media content calendar tool for strategic digital marketing: A master's thesis presented to School of Arts & Sciences in partial fulfillment of the requirements for the Masters of Science, State University of New York Institute of Technology.