The Marketing column features essays about a variety of creative and innovative marketing strategies used to highlight collections or promote services in all types of libraries. Its purpose is to provide real examples of how libraries are using marketing and outreach techniques in interesting ways. This article describes the social media content management strategy used at Red Deer College Library (Alberta, Canada), which includes an evolving and adaptable social media calendar, targeted timing of social media posts, using a social media management tool, and scheduling content in advance. The author also discusses creating content that is relevant to one's users and evaluating one's social media activities to constantly improve.