Publishing
Efficient Improvement for Your Social Media Content With Approval Processes
AnastasiaQuick Tips 🚀
- Define responsibilities and processes for greater clarity
- Use approval processes for assured quality (dual control principle)
- Use a tool for fewer delays and standardised communication
Table of Contents
Why is approval often a problem?
Approval requires communication within the team or with an agency. It is anchored in the process between development and actual publication. This is therefore a point in time when effort has already been put into the social media content and the social media workflow is interrupted.This interruption creates uncertainty because the form and location of approval are often not standardised. This is precisely where it is important to avoid media breaks and combinations of email chains and Excel lists. This is too cumbersome, error-prone and therefore frustrating.
The importance of post-approval
Approval is the most important quality assurance measure in the social media environment. Both content and spelling/grammar can be checked during approval to avoid simple yet common mistakes on social media.In terms of content, the main focus is on ensuring consistency in the social media strategy. This concerns the content communicated, the corporate design, the tone and, overall, the brand message.It is also important to avoid typical mistakes. This starts with spelling and grammar, continues with the correct social media formats (aspect ratio, resolution) and also includes points such as the right timing for publication and legal aspects (e.g. copyright, cf. sounds).
Challenges in approving social media content
First, the basic social media approval process must be clarified. It must be clear whether and when approvals are required. This is extremely important in a social media team, but even more so in agencies that regularly communicate with multiple clients.However, it is not only the process itself that needs to be defined. The responsibilities within the social media workflow itself also need to be clarified. It must be clear who is authorised to approve something and who specifically receives approval.If approval is actually granted, delays caused by lengthy coordination loops should be avoided. The biggest uncertainty and quality factor in a negative sense here is communication chaos caused by too many undefined and sometimes parallel communication channels (Email, Slack, Excel).
Solution through a central tool for approval
All of the challenges described can be solved by a central social media management tool that brings together all the people, channels and content involved in one place.This greatly structures the entire process of social media planning and approval. In addition, responsibilities become clear automatically. This makes communication very simple and effective, which in turn leads to significant time savings and increased efficiency.The task is also made easier for the person responsible for approval. Texts and photos/videos are not simply thrown at them, but are provided in a central tool that includes a preview. Even if the person in question is not particularly knowledgeable about the subject area, they will be able to approve the content without any major obstacles.If adjustments are required, they can be made to the discussed post and re-approved without lengthy email exchanges and CC confusion.
Benefits for target groups in cooperation
Marketing departments: There is less chaos and fewer cross-fire tasks. This saves a lot of time, even though a constructive quality control is carried out during the approval process.Marketing agencies: Clear and professional processes ensure greater transparency and efficiency for customers. This is a decisive factor for long-term cooperation for both sides. In addition to clear documentation of approvals, there are other advantages, particularly in a social media tool, which include planning.
Practical tips for smooth approval processes
Define your responsibilities and processes for greater clarity and fewer sources of error. Standardisation is the keyword here, which can be achieved with checklists, among other things.Use a tool to standardise your communication and improve your social media workflow. In addition to transparency, traceability is also an important factor, which is evident from the approval history and corresponding comments. This also means that you are notified immediately when changes are made.
Share postsUse Deepnetic Social to send your content internally or externally for approval and, if necessary, incorporate changes before it goes online.
Summary
- Define responsibilities and processes for greater clarity
- Use approval processes for assured quality (dual control principle)
- Use a tool for fewer delays and standardised communication