Things to consider
Before publishing any content, you will need an editorial team and a robust editorial work flow. Below is a checklist that you can use to ensure you're considering all necessary factors before you get started.
Team
- [ ] Do we have the necessary manpower/resources?
- [ ] Which department will social media be assigned to (PR, Marketing, Sales)?
- [ ] Who will create visual and written content? Who will take their place if they are on leave?
- [ ] Who will post the content and be responsible for editorial issues on a permanent basis?
- [ ] Do we have communications processes in place with specialist departments - legal, communications, operations etc?
- [ ] Who will approve the content before it's posted?
- [ ] Will staff have to be trained?
Workflow
- [ ] Does our business unit generate enough interesting content?
- [ ] If not, can it? What resources will we need?
- [ ] Can we legally/ethically/morally publish information about our projects/clients/customers/team?
- [ ] Do we have a platform to gather and track content creation?
- [ ] Do those who are responsible understand the scope of work?
- [ ] Will clear direction from leadership be provided to support the team?
- [ ] Can we create clear production timelines and responsibilities?
- [ ] What are our goals and targets? What will we measure success against? Do we have the skill set to do so effectively?
Community management
- [ ] Who will monitor social media for engagement opportunities and crisis management?
- [ ] Do we have a platform for monitoring and reporting community management?
- [ ] Does the same person who is monitoring the channels have the experience and authority to respond on behalf of the brand?
- [ ] If not, is a process in place to ensure responses can be provided in a reasonable time frame?
- [ ] Do we have a crisis management escalation process in place?
Paid advertisement
- [ ] Do we have an authorised company credit card?
- [ ] Who is responsible for authorising a suitable budget?
- [ ] Who is responsible for placing ads?
- [ ] Who are our target audiences?
- [ ] Who is responsible for the success of our advertising?
Reporting
- [ ] How will social media activities be reported?
- [ ] How will success be measured?
- [ ] Have we set KPIs?
- [ ] Who will track the progress?
- [ ] Who is responsible for budgets?