- How to create your social media approval process
- How to plan out your team's time by tracking how long it takes to complete projects
- How to save your team's time by shortening your approval process
How to Create the Best Social Media Content Approval ProcessClick To Tweet
How To Create Your Own Social Media Approval ProcessCreating your own social media approval process will take time. Remember before we start, that the social media approval process that we create for this example may look different then the one you create for your team. That's okay! Let's get started.
1. How Much Time Do Your Higher Ups Need To Approve Content?If you have to send content up to your boss (or another level or two above them) it's going to take a while for that content to make its way up the ladder. Which means you need time. Talk to your boss (or their boss), and help determine how much time it will take them to review a standard social media campaign. For us, a standard social campaign contains:
- 1 Facebook post
- 10 Twitter posts
- 3 Pinterest pins
- 2 Google+ posts
- 2 LinkedIn posts
How Much Time Does Your Social Media Specialist Need To Write All That Post Content?Now that you determined how much time your managers need to approve content, you need to figure out how much time your social media specialist needs to write that content. Again, we're going to use our standard social media campaign post numbers for this example. So you know that for our social media specialist writing social posts takes:
- 20 minutes per Facebook post
- 10 minutes per Twitter post
- 15 minutes per Pinterest post
- 10 minutes per LinkedIn post
- 10 minutes per Google+ post
3. How Long Does It Take Your Media Team To Create Video/Graphics For Your Social Campaigns?As a final step to your planning, you have to figure out how long it takes your media and graphics team to work through and create their content. For some campaigns, this process could take much longer than the writing and approval process combined.
Graphics + DesignLet's start with your design team. So let's pretend that we need a standard graphic for each one of our example social posts.
- 1 for Facebook
- 10 for Twitter
- 3 for Pinterest
- 2 for LinkedIn
- 2 for Google+
- Static Images
- How far in advance you need to talk to your designers
- What types of graphics you have available for each channel
Social Media VideoHow long your video can be on certain social sites will vary, so make sure you triple check those times before talking to your video team.
- Facebook Time Length: 45 minutes
- Twitter Time Length: 2 minutes and 20 seconds
- Instagram Time Length: 60 seconds
- Pinterest Time Length: no limit
- Google+: 15 minutes (but they can be longer since you can connect your Google+ and YouTube accounts)
- LinkedIn: no limit
- One video that is no longer then 2 minutes and 20 seconds long to fit all the channels
- Five different videos that can vary in length
Transfer All Your Data Into An Approval ProcessSo now that you have all your teams on a deadline, it's time to transfer all of that into an approval process. Our example would look something like this.
- Video creation and editing (23 days before publish)
- Graphics creation and editing (19 days before publish)
- Write social posts (18 days before publish)
- Approve content by Social Media Manager (16 days before publish)
- Approve content by Marketing Manager (13 days before publish)
- Approve content by CMO (8 days before publish)
- Publish content (0 days before publish)
How To Shorten Your Approval ProcessYou can cut your approval process time in half. I'm not kidding. Wanna know how?
Cut Out The Need For Your Content To Go All The Way Up To Higher ManagementIf you're a CMO reading this, (and even if you're not) you probably know how long it takes to get the social content you need to see approved. It takes even longer if your team is trying to publish a lot of content. Shortening the approval process and cutting out the need for upper management to make smaller decisions not only free's up your time, it free's up your team's. In fact, The Harvard Business Review did a whole article on how a 4-step process can help your senior management team make decisions. But, you may think to yourself, letting my team role with the punches is nerve-wracking. Look at what happened to Sea World, Applebees, and Cracker Barrel. Sea World has a disastrous social media campaign that completely backfired on them. Applebees faced an angry mob and instead of fixing the problem, pour gasoline on to the flames. And then there's Cracker Barrel. They still have yet to respond to the extreme social media backlash they faced when they refused to answer a question posed by the husband of a fired employee. All of these companies bounced back, but the internet never forgets what happens with social media. It becomes vital that your team is vigilant, careful and incredibly observant of trends and what's going out on your social pages. This might make you panic and never want to send another social post without an extreme approval process. You can counter those fears by thoroughly training your team. Show them what you expect your social posts to look like, how to spot and correct errors, and what to do if something does go wrong. By showing your team how to correct the work and make decisions without you, you're empowering them to get more done. If you needed even more reason to remove yourself from the approval process, remember this. As a leader you're not judged by the product your produce but by your team. If you're able to show that your team is not only effective but extremely efficient, what better win for you is there?
If you can show your team is effective and efficient, what better 'win' is there?Click To Tweet