Marketing & Digital Agencies Social Media Posting
A procedure for planning, creating, scheduling, and publishing social media content across all organisational social media platforms.
Purpose
To maintain a consistent and engaging social media presence that supports brand awareness, audience engagement, and marketing objectives through well-planned and timely content.
Scope
Covers all organic social media posting across all platforms managed by the organisation, including text posts, images, videos, stories, and interactive content.
Prerequisites
- Approved social media strategy and content calendar
- Access to social media management and scheduling tools
- Brand guidelines including social media voice and visual standards
- Platform-specific content specifications and best practices
Includes provisions for Australian Consumer Law (ACL), Privacy Act compliance for customer data, and ACMA spam regulations.
Step-by-Step Procedure
Review Content Calendar
Check the social media content calendar for upcoming posts, campaigns, and events that need to be promoted.
- 1.1Review the weekly content calendar for scheduled posts
- 1.2Identify any gaps or opportunities for timely or trending content
- 1.3Coordinate with other marketing activities and campaigns
Create Post Content
Write the post copy and prepare visual assets for each social media platform, adapting the message to suit each platform format and audience.
- 2.1Write the post copy tailored to each platform character limits and tone
- 2.2Select or create visual assets that meet platform specifications
- 2.3Include relevant hashtags, mentions, and links
- Tailor each post to the specific platform rather than using identical content everywhere
Review and Approve
Submit the draft posts for review to ensure they align with the brand voice, are free of errors, and support the marketing strategy.
- 3.1Submit draft posts for review through the approval workflow
- 3.2Reviewer checks for brand voice, accuracy, and strategic alignment
- 3.3Incorporate any feedback and obtain approval
Schedule Posts
Schedule the approved posts for publication at the optimal times for each platform based on audience engagement data.
- 4.1Set the publication date and time for each post based on platform analytics
- 4.2Verify the post preview looks correct for each platform
- 4.3Confirm all links, tags, and media are functioning properly
Monitor and Engage
After publication, monitor post performance and engage with audience comments, questions, and messages.
- 5.1Monitor comments and messages on published posts
- 5.2Respond to audience engagement in a timely and brand-appropriate manner
- 5.3Escalate any negative feedback or crisis situations to the marketing manager
Track Performance
Record performance metrics for each post and compile data for the regular social media performance report.
- 6.1Record engagement metrics including likes, shares, comments, and click-throughs
- 6.2Note which content types and topics perform best
- 6.3Compile data for the weekly or monthly performance report
Quality Checkpoints
Common Mistakes to Avoid
Expected Outcomes
Percentage of planned social media posts published on schedule, measuring calendar adherence.
Average engagement rate across platforms, calculated as total engagements divided by total reach or followers.
Net new followers or subscribers gained per month across platforms.
Frequently Asked Questions
What is the best time to post on social media?
Optimal posting times depend on the target audience and platform. Use analytics data to determine when the audience is most active and engaged. Testing different times and reviewing performance data is recommended.
How should we handle negative comments?
Respond promptly and professionally to negative comments. Acknowledge the concern, offer to resolve the issue, and take the conversation to a private channel if needed. Never delete legitimate complaints unless they violate community guidelines.
Who can post on the company social media accounts?
Only authorised social media team members should post on official accounts. All posts must go through the approval workflow before scheduling.
How often should we post on social media?
Posting frequency varies by platform and audience. Common guidelines suggest daily posts on platforms with fast-moving feeds, and two to five posts per week on professional networks. Quality and consistency are more important than volume.
Want this customised for YOUR business?
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