Scenario 56: Social media content calendar

Who and in what situation

Ece, an account manager at a communications agency in Antalya, wants to plan LinkedIn and Instagram posts for three hotel clients in a weekly calendar and publish them after approval.

How it is done today

She collects ideas in a table, writes the copy separately, and enters the times on each social network individually.

How to do it with AI

1. In Hootsuite Social OS, open Perch > Calendar and select the time slot for posting in the weekly view. [114] [104]
2. Select a relevant holiday or trending event in the calendar and use OwlyWriter AI to generate an event description. Review the output for brand information, campaign date, and target network. [114]
3. Select Create post on the draft you like. Edit the post for the relevant social accounts, image, link, and approval workflow.
4. After checking the copy, image, link, and approval from the person responsible, schedule it in the calendar. For large content lists, you can use Hootsuite’s Bulk Composer CSV workflow. [114]

Example prompt

Write a {platform} post about {event or campaign} for {brand}. The target audience is {target audience}, the goal is {goal}, and the call to action is {action}. Use a {brand tone} tone. Do not add unverified results, competitor comparisons, or date information. Provide the post copy first, followed by the fields that need to be checked.

Evidence and real-world example

No independent company case study was found. Hootsuite documents that Plan, Create, and Ads tasks have moved to Perch, and OwlyWriter AI has moved to the Wisdom layer. [114] [104]

Points to consider

The documentation describes OwlyWriter AI event descriptions as English-only and subject to monthly token usage. Do not assume Turkish support; check the date, image rights, and crisis approval. [114]

Sources for this scenario

104. Hootsuite is becoming Social OS (help.hootsuite.com)
114. Create and schedule content in a calendar (help.hootsuite.com)