A social media calendar for brokers
Eight weeks, four rotating themes, four posts written for you. Free CSV, no email address required.
It also has three columns most calendars do not: whether an enquiry arrived, whether it became a record in your CRM, and what source tag you used. That is where brokerage social media actually leaks.
Four themes, rotated
Eight weeks of slots, four ideas. Rotating beats inventing: a plan that needs fresh thinking every week stops in March, and the four themes below cover most of what a brokerage has to say.
- Answer a question you get asked. Free to write, because you answered it three times this month.
- Local and timely. Weather, a local event, a seasonal risk. A national direct writer cannot do this.
- Show the work. Something you sorted out, with no identifying detail.
- Something human. The team, the community, a new hire. One sentence, no pitch.
Four are drafted in the file. Delete them and write your own in the same shape.
The three columns that make this worth keeping
Most calendars end at "posted", which measures effort rather than outcome. These three measure whether the effort went anywhere:
enquiry_received — did anybody actually ask about cover. lead_created_in_crm — did that enquiry become a record with an owner, or did it stay in a DM on one person's phone. lead_source_tag — the exact tag, so that in six months you can answer whether any of this is worth the hour a week.
The middle column is the one that will embarrass you at first, and that is the point. It usually reads "no" for the first month.
The columns
| Column | What goes in it |
|---|---|
| week | Week number. Eight weeks, four themes, rotated twice. |
| theme | Which of the four recurring themes this slot is. |
| post_draft | The text. Four are written for you; the rest are yours. |
| platform | Where it goes. |
| owner | Who posts it. One name, or it does not happen. |
| publish_date | YYYY-MM-DD. |
| status | draft, scheduled or posted. |
| enquiry_received | Did anyone reply asking about cover? Yes or no. |
| lead_created_in_crm | Did that enquiry become a record anywhere? This is the column that matters. |
| lead_source_tag | The exact tag you use in your CRM, so the attribution survives. |
| notes | What happened, in one line. |
No client names anywhere, including in a post draft. A story specific enough that a neighbour would recognise it is identifying, even without a name.
The thinking behind it
The guide covers what makes a broker post work, where the compliance line sits between education and advice, and what to measure. CovioIQ has no social features and is not selling any — it is the place the enquiry lands.