The Ultimate Guide to Creating Your Perfect Social Media Calendar (Buffer.com) for categories and creating a social media calendar
How to Use Social Media for Small Business: 12 Simple Tips (Hootsuite.com) for social media play book and general advice for creating a social media strategy for small businesses
Strategic Social Media: From Marketing to Social Change (Mahoney & Tang, 2017):
Chapter 11: Social Media Marketing Strategy
Chapter 12: Evaluating Social Media Marketing