Want To Get Better At Social Media Management? Ensure Your

Social Media

I’m the CEO and Co-Founder of Planable — the leading content review and collaboration platform for social media teams.

When someone says “social media management,” people often think of bold campaigns or brand pages trading tongue-in-cheek quips on Twitter. However, behind every intentionally misspelled post and “Can I get uuuhhhhh” branding initiative is tens, possibly hundreds of people with different roles, responsibilities and processes to handle.

An underrated yet vital aspect of any successful social media campaign is reviewing. As CEO of Planable, a social media management solution that helps streamline collaboration processes, this subject is very close to my heart. Below, I’ll discuss the importance of a transparent review and collaboration process and why brands shouldn’t ignore this.

What The Process Should (Ideally) Look Like

To fully understand the importance of a social media collaboration process, we need to understand its composition.

Think of your social media process as a journey your content takes from ideation and execution to publishing, with approval being the last stop before journeying into the unknown.

So what does a collaboration process look like? At its most basic, it needs one thing to function: people. But how you distribute responsibilities and roles will determine whether your collaboration process will actually improve your team’s workflow or bring everything to a screeching halt.

Ideally, your collaboration process should contain three things.

1. Steps: These are the phases your content has to go through before going live. This can include everything from copywriting, designing and video editing. It’s not set in stone, so feel free to finetune it to match your team’s dynamic.

2. People: Who designs? Who writes copy? Who proofreads content for grammatical errors or, worse, tone-deafness? And how and in what capacity do these roles intertwine?

3. Go-signs: When do you know a piece of content is ready for the next step of the approval process? Who needs to give their approval at what stage?

How clearly you establish the go-signs is vital, as it’s essentially the only way to ensure that content will never get stuck in approval limbo. While it may be tempting to include everyone in your process, you’d be surprised how counterproductive that can be. For example, input from legal could change the post’s entire tone, so ideally, you want to involve them as late as possible in the production process. The same goes for stakeholders and, yes, even clients.

The best approach is to think (realistically) about whose input is vital and whose is optional. Is the designer’s input on the copy important? Yes, because copywriters and designers have a symbiotic relationship in the content creation process. But does the HR department need to be involved early in the process? It depends on the content—if we’re talking about hiring announcements and employee success stories, they should be involved.

Also important: Workflows should be reviewed constantly depending on how much the team changes, preferably each time a new team member joins. At Planable, we do this every three months.

If all of this makes your head spin, don’t beat yourself up too much. Handling so many layers of approval and responsibilities is not easy.

Minimize The Risk Of Mistakes, And Increase Production Quality

There are so many facets to running social media campaigns that mistakes inevitably slip through the cracks. Typos go unnoticed; the wrong hashtags may slip in. That’s OK—to err is human.

But—and I think you already know where I’m going with this—a tight collaboration workflow can prevent mistakes like this from happening, even catastrophic mistakes that can wreck the most meticulously planned campaigns. (By the way, is someone checking that your tagline translates well to other languages?)

Maintain Brand Consistency

This brings us to a different yet nonetheless related advantage: brand consistency. The volume of content pushed into feeds grows by the day, which is why people crave authenticity and quality more than ever.

Brands can stand out by creating a unique voice and sticking to it. This is where a sturdy collaboration process becomes necessary. No matter how precise your brand guidelines may be, deviations can and will occur.

A streamlined collaboration workflow can bring all the different personalities and creative outlooks that make a team on the same page and incentivize them to work toward a common goal. With this part covered, the person responsible for branding can assess whether any consistency issues exist. Is the humor on-point? Are the visuals tonally and aesthetically consistent? And so on.

Boost Productivity And Encourage Collaboration

I’ve already touched on this aspect to some degree, but I still feel it needs its own section for emphasis.

With a collaboration workflow in place, teams know exactly what’s required of them, preventing productivity bottlenecks—the approval limbo I mentioned earlier.

For example, if your guidelines state clearly that a post must go through copyediting and a review from management before the copywriting team can make any adjustments, then you just spared your designer from designing 50 templates for nothing. Apply this principle to all parties involved, and you just saved a whole lot of time.

I’d be remiss if I didn’t clarify that while approval processes can do wonders in terms of streamlining marketing efforts, they are not as clear-cut as this article may imply. They’re often messy and hard to pin down.

At the end of the day, it’s up to your team to determine what works best for you. Clarifying responsibilities and roles can be a vital first step in this direction.


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