The Meticulous Social Media Manager’s 11-Point Checklist for Every Post.

Discover a helpful checklist for the creation and management of your social media posts.
Ilia Markov
August 11, 2021 - 6 min. read

When planning and publishing content for your brand’s online presence, every little detail matters. From the right wording, spelling, and color choices to the perfect timing and audience targeting, being meticulous in your approach to posting on social media pays off. 

While there’s a lot to think about before hitting ‘publish’ (and right after it, too), you can make the process smoother by having a predefined checklist. That’s how you can be sure that each time you’re about to create a post, you’re following the same workflow. 

A checklist ensures consistency and coherence in your social media efforts and sets the ground for their success. 

Here’s Falcon’s 11-point checklist to help you craft your next social post. 

1. Make sure each post aligns with your strategy.

2. Rely on your social listening efforts. 

3. Ensure your content fits your brand style guide.

4. Include visual content.

5. Throw video and new tech in the mix.

6. Identify the best timing for each type of post.

7. Use the right messaging for your target audience.

8. Check for typos and other errors.

9. Use A/B testing. 

10. Engage with your community after posting.

11. Track and analyze the performance of your content.

Let’s dive into the checklist.

1. Make sure each post aligns with your strategy.

Making the most of your social media presence depends on having a solid social media strategy and applying it in each post you publish. While it’s important to nourish creativity and spontaneous ideas, using this central planning document is essential. 

The strategy allows you to craft a smooth and meaningful narrative about your brand. It empowers you to pursue your overarching social media goals while targeting your audiences in the best possible ways. You can also set tailored approaches for the different platforms to optimize your brand’s performance on each of them.

2. Rely on your social listening efforts. 

Social listening is an inexhaustible source of fresh news that you can use to inform and direct your online presence. You can get a constant stream of the hottest trends and follow the conversations about your brand, competitors, and major topics in your field. 

This makes social listening not only a great tool for social selling but also an indispensable helper in your posting plan. You can gather first-hand insights into what to publish, what language and visuals to use, and when to publish. In addition, social listening can be used for inspiration and competitor analysis. It can also help create a great customer experience and handle community management like a pro. 

3. Ensure your content fits your brand style guide.

When it comes to effective branding online, consistency is crucial. Your posting checklist should include a checkup to ensure that all written and visual content matches your style guide.  

By doing this, you ensure that each post:

  • Aligns with your brand identity and vision.
  • Uses your brand voice.
  • Pursues your marketing objectives. 

Following your style guide guarantees the effective building of your brand image, just like sticking to a marketing strategy pays off in terms of productivity and conversion rates.

4. Include visual content.

It may be tempting to publish text-rich posts, especially when you have many technical details or business news to share. Yet, you shouldn’t forget visuals — because social media posts with visual elements perform better than textual ones, increasing information retention by 650%. They also boost engagement and conversion.

You can include different types of visuals, such as:

  • Photos
  • Infographics 
  • Graphs 
  • Screenshots
  • Social media stories with pictures  
  • GIFs
  • Memes

Preparing visual content can be time-consuming and often requires extra help, but the benefits certainly outweigh the investment.

5. Throw video and new tech in the mix.

The next level in terms of visual content includes video and live streaming. Some brands are already implementing innovative technology like AR and VR too. What your brand will opt in at this point depends largely on what resources you have at hand, but these trends should certainly be on your mind. 

For one, video marketing is gathering immense speed in recent years, with projections that video will make up 82% of all internet traffic by 2022. If you’re planning on video content, make sure you optimize its performance with extra text posts, screenshots, and other repurposed content.

6. Identify the best timing for each type of post.

As with so many things in life, timing is key in social media posting too. You’ll want to publish your content at the right moment so that it reaches the largest audience when they’re ready for it. 

The best times to post on different social media vary — and it’s worth getting to know the specifics for each platform. Make sure you consider your target audience and the time zone when preparing your schedule. 

7. Use the right messaging for your target audience.

Whether you’re posting just text or elaborate visual content like videos and infographics, word choice matters. All visual posts are accompanied by some text, even if it’s short, and it always needs special attention. 

In choosing the right language, you’ll have to refer to your style guide to ensure consistency and a unified brand voice. In addition, it’s a good idea to analyze demographics and other audience data, so you can tailor the messaging accordingly and maximize the posts’ reach and impact.

8. Check for typos and other errors.

In the digital world, it’s even easier than offline to make a bad impression quite quickly. That’s why thorough inspection of all content for spelling and other errors is a must-have on your publishing checklist. 

Using spell check is only the start — you can also try out tools like Hemingway App and Grammarly for more help with your texts. On top of that, it’s a good idea to read all written content once again before hitting ‘publish.’ Check your visual content too, as spelling mistakes and other errors can happen everywhere. 

9. Use A/B testing. 

Split testing is a great strategy that you can easily employ for your branded content. It allows you to try out different tactics on separate segments of your target audience and see what works best. 

Some quick ways to do A/B testing include: 

  • Scheduling the sharing of posts at different times
  • Publishing the same content with tweaked headlines and other attributes
  • Changing the place of CTAs and buttons
  • Using different types of visuals and different lengths of videos

10. Engage with your community after posting.

The work on each social media post is not over when you hit the publish button. Making the most of your content — in which you’ve invested so much time and effort — entails promoting it after it’s live. 

Community management, in this sense, is central to the online performance of your brand. It’s a good idea to do as much of the following as possible:

  • Get to know your audience
  • Engage with users about each new post
  • Ask people what content is most useful for them
  • Measure results through social listening 

11. Track and analyze the performance of your content.

Last but not least, staying on top of your results is essential. Tracking how your posts perform informs your future strategies. 

It’s a good idea to embrace the principle ‘test, measure, repeat.’ Set clear goals for your social media efforts and relentlessly measure how your posts score with each campaign or at fixed intervals. Then use what you’ve learned to tweak your approach and keep getting better. 

That’s a wrap!

Getting it all right when it comes to publishing social media content can be a real challenge. That’s why every bit of help you can find is important.

Falcon, powered by Brandwatch is here to make your social listening efforts easier and more effective. With its help, you can dig into insights from user posts across the internet and put them into practice in your content and publishing strategies. 

Ready to give it a go? Just request a demo online to get started.