When I first meet with prospective clients, one of the things I ask is if they have a Social strategy and how do they manage it. Generally, they have neither. It is usually the case that they spend a few hours here and there when they have free time, sourcing articles to share or quickly getting a Facebook/Instagram/Twitter/etc picture up. While they may have the best of intentions, this usually leads to Social taking a back seat to the daily responsibilities most small business owners face.
At some point, it becomes paramount for small businesses to a) identify their social strategy, and b) create a content calendar that helps them religiously stick to the "plan". I still feel the biggest and best reason is to help small businesses adhere to their strategy (because so many do not have one) but this article presents 4 other benefits that are also spot on.