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Social Media
Plan, schedule, and analyze social media posts across Facebook, Instagram, X (Twitter), LinkedIn, TikTok, YouTube, Pinterest, Google Business Profile, and Community.
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The Social Media module lets you manage your social presence without leaving the CRM. Create posts, schedule them across multiple platforms, route them through an approval workflow, and track engagement - all from one place.
Overview#
Social Media brings your publishing workflow into the CRM so your team can plan content, collaborate on approvals, and measure results alongside your sales and marketing data. Supported platforms include Facebook, Instagram, X (Twitter), LinkedIn, TikTok, YouTube, Pinterest, Google Business Profile, and Community.
Connecting Your Accounts#
Social posting is powered by Zernio (formerly Late). Create a Zernio account, connect your Facebook, Instagram, X (Twitter), LinkedIn, TikTok, YouTube, Pinterest, and Google Business Profile profiles there, then add your Zernio API key in your sub-account integration settings. Once your accounts are linked, you can publish to all of them from the planner below.
| Network | Posts | Stories / Reels | Analytics |
|---|---|---|---|
| Yes | Yes | Yes | |
| Yes | Yes | Yes | |
| X (Twitter) | Yes | - | Yes |
| Yes | - | Yes | |
| TikTok | Yes | Yes | Yes |
| YouTube | Yes | - | Yes |
| Yes | - | Yes | |
| Google Business Profile | Yes | - | Yes |
Social Planner#
The Social Planner is where you create and schedule your posts.
Creating a Post#
- Click New Post
- Select one or more platforms to publish to
- Write your caption in the composer - a character count updates in real time to show limits for each platform
- Optionally customize the caption per platform if you need different wording for different audiences
Media Uploads#
Attach images, videos, or carousels to your post:
- Drag and drop files into the composer or click the media button to browse
- Preview how each attachment will appear on the selected platforms
- Supported formats include JPEG, PNG, GIF, and MP4
- The system warns you if a file exceeds a platform's size or dimension limits
Scheduling#
Choose when your post goes live:
| Option | What It Does |
|---|---|
| Post Now | Publishes immediately to all selected platforms |
| Schedule | Pick a specific date and time - the post is queued and sent automatically |
| Save as Draft | Saves the post without scheduling so you can come back to it later |
The calendar view shows all scheduled posts on a timeline, making it easy to spot gaps in your content plan.
Multi-Platform Publishing#
When you select multiple platforms, the post is published to each one simultaneously at the scheduled time. Platform-specific features (such as Instagram carousels or LinkedIn document posts) are handled automatically based on your media and content.
Post History#
The Post History page shows every post that has been published, scheduled, or drafted.
Viewing Past Posts#
Each entry displays the caption preview, attached media thumbnails, the platforms it was published to, the publish date, and its current status.
Filtering#
Narrow down the list using filters:
- Platform - Show posts for a specific platform only
- Status - Filter by Published, Scheduled, Draft, or Failed
- Date range - Restrict to a specific time window
- Author - Show posts created by a particular team member
Click any post to view its full details, engagement metrics, and comments.
Analytics#
The Analytics section provides a breakdown of how your social content is performing.
Engagement Metrics#
Track the key numbers for each post and across your accounts:
- Impressions - How many times your content was displayed
- Reach - The number of unique users who saw your content
- Likes, Comments, Shares - Individual engagement actions broken down by type
- Engagement Rate - Total engagements divided by reach, shown as a percentage
Follower Growth#
A chart tracks your follower count over time for each connected platform. View growth by day, week, or month to identify trends.
Per-Platform Breakdown#
A table compares performance across platforms side by side, showing impressions, reach, engagement rate, and follower change for each connected account. This helps you identify which platforms deliver the best results for your content.
Approval Workflow#
For teams that need editorial oversight, the approval workflow adds a review step before posts go live.
Submitting for Approval#
- Create your post in the Social Planner
- Instead of scheduling directly, click Submit for Approval
- The post enters a Pending Approval status and the designated approver is notified
Approving or Rejecting#
Approvers see pending posts in a dedicated queue:
- Approve - The post moves to its scheduled time (or publishes immediately if no schedule was set)
- Request Changes - Add a comment explaining what needs to change and send the post back to the author
- Reject - Decline the post entirely with a reason
The author is notified of the decision and can edit and resubmit if changes were requested.
Who Can Approve#
Approval permissions are managed in your sub-account settings. You can designate specific team members as approvers, or allow anyone with the appropriate role to approve posts.
Summary#
| Feature | Detail |
|---|---|
| Platforms | Facebook, Instagram, X (Twitter), LinkedIn, TikTok, YouTube, Pinterest, Google Business Profile, Community |
| Composer | Multi-platform with per-platform caption customization and media uploads |
| Scheduling | Immediate, scheduled, or saved as draft with a calendar view |
| Post history | Full archive with filters for platform, status, date, and author |
| Analytics | Impressions, reach, engagement rate, follower growth, and per-platform comparison |
| Approvals | Submit, approve, request changes, or reject with notifications at each step |