Nobody logs into four platforms anymore

The situation

A professional services firm had good content. The problem was getting it out. Every week meant logging into LinkedIn, switching to Twitter, switching to Facebook, going into the CMS, formatting everything for each platform, and repeating the whole sequence for every post.

The work was not hard. It was just relentless, and it was crowding out time that could go toward actual client work.

What we built

A Google Sheets content calendar

All content planning, scheduling, and review happens in one shared spreadsheet. The team drafts posts in the sheet, assigns publish dates, and marks posts as approved. Nothing about their editorial process had to change.

An automated publishing pipeline

A Google Apps Script system monitors the content calendar, picks up approved posts on their scheduled dates, and publishes to LinkedIn, Twitter, Facebook, and WordPress simultaneously. The system handles per-platform formatting differences and manages API authentication for each channel.

Platform-specific formatting

Each platform gets a version of the post sized for its character limits and audience expectations. Hashtag treatment, link placement, and copy length are handled automatically so the content reads naturally on each channel without manual editing.

Outcomes

• Four platforms, one workflow. Content goes live in the right places on the right days without anyone logging into anything.
• Human review stays. The approval step in the spreadsheet keeps editorial judgment in the loop. Nothing posts that has not been signed off.
• Better publishing cadence. When execution is easy, consistency follows. The firm has maintained a regular publishing schedule since launch.
• Team-editable. Anyone on the team can update the calendar, adjust scheduling, or add posts. No technical skills required.

Stack

Google Apps Script, Google Sheets, LinkedIn API, Facebook Graph API, Twitter API v2, WordPress.