A Conversation Calendar is a (usually weekly) schedule for the types of post that Fans can expect on different days of the week.
For example if you are a local café you might want to do the following:
On Mondays you could have a recipe focus and ask for feedback on what dishes or drinks people have enjoyed.
Tuesdays could be the day for your café trivia quiz on Facebook.
On Wednesdays it might be the caption competition for a picture that you post with a free coffee voucher for the best or funniest.
Thursday could be for a weekly prize give-away; ask a question or set a task.
Friday could be your photo wall with customers posting