Using metrics before a social media launch is important to receive the most response. Guest speaker and strategic communications specialist Brooke Ihnat states that a content calendar is used to refine social strategy. Content marketing plans can help build strategy and content realse segments that define what content you are making and where. This breakdown is done to discover what exactly are the topics you are posting and at what times. It helps keep track of timelines, reaching target audiences, assessing KPI’s, and measuring and determining resources/tools. Hootsuite states that a social media calendar is a lifesaver for busy social media marketers. It helps to define publishing and limits posting on the fly which produces writer’s block and repeats. Hootsuite states these calendars include creatives such as images, videos, text, network information and timelines.