Small Business
East Coast Glow is a wildcrafted skincare brand based in Newfoundland and Labrador. As a growing small business, social media eventually became too much for their studio manager to handle. So, in 2022, Amanda Fisher joined the team as Social Media and Communications Developer.
She knew she needed a tool to help them develop a content planning process for social media. A tool optimized for collaboration was important. With HeyOrca, everyone on the team can see what’s being posted, which helps with content approvals and allows anyone to step in to make edits as needed.
Quarterly content planning meeting
Amanda starts with a team meeting each quarter to plan content for the next three months.
Quarterly content planning meeting
Amanda starts with a team meeting each quarter to plan content for the next three months.
Weekly content scheduling in HeyOrca
Rather than prepare posts for a month at a time, Amanda prefers to schedule blocks in her calendar for social media planning once a week. Each week, she takes content ideas from the spreadsheet and creates posts right in HeyOrca. At this stage, Amanda uses the Media Library that they’ve developed in HeyOrca to add photos and videos to each post.
Weekly content scheduling in HeyOrca
Rather than prepare posts for a month at a time, Amanda prefers to schedule blocks in her calendar for social media planning once a week. Each week, she takes content ideas from the spreadsheet and creates posts right in HeyOrca. At this stage, Amanda uses the Media Library that they’ve developed in HeyOrca to add photos and videos to each post.
Get the necessary approvals & schedule posts
Once everything is uploaded for the week, Amanda notifies Karen, a business owner, so she can review the content and give any necessary approvals. All pending posts are then scheduled to be published.
Get the necessary approvals & schedule posts
Once everything is uploaded for the week, Amanda notifies Karen, a business owner, so she can review the content and give any necessary approvals. All pending posts are then scheduled to be published.
Weekly team meeting
A final important aspect of Amanda’s process is a weekly meeting where she reviews all upcoming content with the rest of the team. This keeps everyone up-to-date and also ensures that if there are any delays in product development, changes can be made.
Weekly team meeting
A final important aspect of Amanda’s process is a weekly meeting where she reviews all upcoming content with the rest of the team. This keeps everyone up-to-date and also ensures that if there are any delays in product development, changes can be made.
5 HeyOrca Features Amanda Uses to Take Back Her Day
Now posting consistently with HeyOrca, Amanda shared her five favourite features that help her take back her day.
Scheduling
Being able to create and schedule posts right in HeyOrca has been a game changer. For example, when planning a vacation Amanda was able to schedule posts far in advance, so social media was taken care of while she was away. “Everything was publishing as I was sat on the beach in Portugal”, she explained.
Approvals
The platform’s approval settings allow Amanda to get Karen’s feedback with little delay in her planning process. Amanda explained: “There's lots of content where I can just go with it because it's been on our website, but there are other things where I need Karen’s approval. So, I ask her to pop into HeyOrca to take a look and we can go ahead and publish from there.”
Copy Post Feature
Amanda also likes the simplicity of being able to copy posts between platforms. “I love the ability to copy posts to other platforms, so I can take my Instagram content and add it to Facebook really easily.”
Media Library (with Folders)
This feature allows Amanda and her team to store a variety of photos and videos right in HeyOrca and organize them into folders. She says: “It’s been fantastic for us because we have many different categories of photos, so having them organized into folders helps us find things more easily.”
Text to Media Library
Looking for an easier way to upload photos to HeyOrca’s Media Library, Amanda reached out to the support team. This led to the Text to Media Library feature that allows users to send content to HeyOrca via text message. “Now we can send photos from our phone, right to the library. I love that feature”, she explained.
Streamlined Social Media Management - Made Easy
Frequently Asked Questions
How is community-led marketing different from social media marketing or community management?
Social media marketing focuses on distribution and metrics. Community management focuses on moderation. CLM combines both and adds strategy: it creates experiences that reflect your audience’s values, spark conversation, and build trust over time.
Do I need a big following to make community-led marketing work?
No. CLM thrives with small, engaged communities. Starting with the right people and meaningful participation leads to growth that compounds naturally.
Which channels work best for community-led marketing?
Anywhere your audience already spends time: social media, newsletters, private groups, webinars, or product touch points. The key is designing spaces for participation, not just broadcasting content.
How do I measure success in community-led marketing?
Look for movement, not vanity metrics. Repeat contributors, member-led conversations, peer-to-peer support, and unprompted sharing are the signals that community-led growth is happening.
Can community-led marketing work with AI?
Yes, but humans stay central. Use AI for repetitive tasks, analysis, or trend spotting, while humans handle relationship-building, conversation, and creating emotionally resonant content.
How many social media accounts are included in HeyOrca?
All calendars come with up to 10 social media accounts. Need more? Additional accounts are just $10 each per month.