Purpose
To define a standardized workflow for publishing content across social media channels and managing engagement.
This ensures posts are consistent, on-brand, and ICP-aligned, while engagement is handled timely and professionally.
Scope
- Applies to all primary and secondary channels selected in Doc 1 (Channel Strategy & Setup).
- Used by Social Media Managers, Content Leads, Designers, and Community Managers.
- Covers content scheduling, approval, publishing, monitoring, and engagement.
Objectives
- Maintain a consistent posting cadence across chosen channels.
- Ensure all content is pre-approved, optimized, and aligned with buckets/messaging (Doc 2 & Doc 3).
- Build two-way engagement with audiences rather than one-way broadcasting.
Step-by-Step Process
Step 1 – Content Preparation
- Pull content topics from Calendar (EPIC 2 – Doc 3).
- Draft post briefs using Social Media Post Brief Template (Doc 5).
- Prepare creatives (images, carousels, videos, reels) + copy.
- Review against content bucket + messaging angle (Doc 2).
Step 2 – Approval Workflow
- Content Lead reviews for persona alignment, tone, and brand compliance.
- Client POC reviews high-visibility posts (launches, offers, thought leadership).
- Approved posts tagged as Ready to Publish in scheduling tool (Hootsuite, Buffer, Sprout, Meta Suite).
Step 3 – Publishing & Scheduling
| Task | Action |
| Channel-Specific Optimization | Add hashtags, keywords, alt text, captions |
| Scheduling Tool | Upload content 1–2 weeks in advance |
| Post Timing | Align with audience activity (e.g., LinkedIn → Tue/Thu AM, Instagram → Evenings/Weekends) |
| Tagging | Tag partners, collaborators, influencers where relevant |
| Pinning | Pin key offers, announcements, or proof posts |
Step 4 – Engagement Management
- Monitor channels daily for comments, DMs, mentions.
- Respond within 24 hours (community manager or social lead).
- Escalation protocol:
- Positive queries → handled by content team.
- Negative feedback → flagged to Marketing Manager + Client POC.
- Sales inquiries → routed to Sales Team CRM.
Step 5 – Performance Logging
- Track engagement (likes, shares, comments, CTRs).
- Update Visibility & Engagement Tracker (Doc 9) weekly.
- Feed insights into Performance Reports for campaign optimization.
Roles & Responsibilities
| Role | Responsibility |
| Social Media Manager | Owns scheduling, publishing, and daily monitoring |
| Content Lead | Reviews posts for persona/message alignment |
| Designer/Video Editor | Produces creatives/assets |
| Community Manager | Handles engagement, responses, escalation |
| SEO/Analytics Lead | Tracks reach, engagement, and conversions |
| Client POC | Approves strategic/high-stakes posts |
Governance
- Posting Cadence: Minimum 3 posts/week/channel unless client scope defines otherwise.
- Approval SLA: Posts must be approved at least 3 days before publishing.
- Engagement SLA: Respond to all comments/DMs within 24 hours.
- Crisis Management: Any viral backlash or PR issue must be escalated within 2 hours.
- Quarterly Audit: Review channel health (reach, audience growth, content mix balance).
Outcome
- A clear, repeatable publishing & engagement system across channels.
- Consistent brand visibility aligned with ICP & Personas.
- Smooth handoff to Doc 5 (Social Media Post Brief Template) and later visibility scaling docs (Influencers, PR, Events).