This Social Media SOP ensures consistency and alignment across all COMPANY NAME locations and departments, defining a content flow, approval process, and access guidelines to manage social media effectively.
1. Regular Programming
Objective: Ensure consistent, high-quality posts that align with COMPANY NAME’s branding and messaging.
Content Frequency: Aim for XX posts per week, focusing on quality over quantity.
Monthly Content Calendar:
Creation: A monthly content calendar will be developed by the Alliance Advisors IR team and submitted for review.
Themes: Include investor relations, corporate updates, sustainability initiatives, thought leadership, employee highlights, and industry events.
Submission: Calendars will be delivered as either a Loomly link or Word document, based on the COMPANY NAME team’s preference.
Final Approval: All content requires sign-off by COMPANY REPRESENTATIVE before posting.
Post Structure: AAIR will follow approved messaging and voice guidelines, ensuring alignment with COMPANY NAME’s corporate tone—professional, authoritative, and insightful (no emojis, slang, controversial or otherwise inappropriate content).
2. ADHOC Content Management
Purpose: Address time-sensitive updates, such as news releases, financial reports, awards, or community events.
Process:
Content Submission: Departments and regional offices should send ADHOC requests to a centralized socials@companydomain.com email.
Turnaround: Ideally, allow 48 hours for content creation, review, and approval.
Urgent Posts: If an update requires same-day posting, specify URGENT in the subject line, and directly cc COMPANY REPRESENTATIVE and Alyssa Barry when notifying the designated content manager.
3. Key Contacts
Social Media Approval Chain:
Alyssa Barry (AAIR President) – Oversees social media strategy.
COMPANY REPRESENTATIVE – Final content sign-off.
Alliance Advisors IR Team – Content creation, scheduling, and reporting.
Departmental Contacts: Each department should assign a designated contact to ensure alignment and timely submission of updates.
4. Access Points
Socials@ Email:
Purpose: Centralized email (socials@yourdomain.com) for news/events/updates from different locations and departments.
Intake: Filtered daily by Alliance Advisors IR and tracked in a log for scheduled content or ADHOC submissions.
Loomly Calendar:
Access: Alliance Advisors IR will manage content scheduling within Loomly, providing limited viewer access to COMPANY REPRESENTATIVE and any specified COMPANY NAME team members.
Alternatives: If Loomly access isn’t preferred, Alliance Advisors IR can export and send the monthly calendar as an email attachment, or as a word document for review and potential blackline.
Social Media Committee:
Meetings: Monthly meetings with representatives from every contributing office or department to discuss upcoming content, review past performance, and realign content themes as needed.
Review Process: ADHOC content submissions will be reviewed by the committee if they don’t fit within regular content themes.
5. Regular Check-ins
Monthly Calendar Review:
When: At the beginning of each month (the specific date of which is to be discussed), AAIR and COMPANY NAME team(s) will meet to review the upcoming content calendar and address any foreseeable ADHOC content needs.
Who Attends: AAIR social media lead, COMPANY REPRESENTATIVE, Alyssa Barry, and any key department contacts.
Quarterly Strategy Updates:
Purpose: Review performance metrics, assess current strategy, and adjust the upcoming quarterly plan based on insights and KPIs.
Key Questions for COMPANY NAME Team Setup
Would the Company initially prefer to receive content calendars in Loomly or as a Word document?
Which specific departments would anticipate a need for regular ADHOC postings (e.g., PR or IR) and which contacts should we connect with for this purpose?
With regards to performance tracking, are there preferred metrics or KPIs (e.g., follower growth, engagement rate) that the Company would like to prioritize?
Who from the Company should have access to the content calendar or social media account for viewing posts?
Would COMPANY REPRESENTATIVE like final sign-off on all ADHOC content also or should we establish templates for pre-approval to avoid potential challenges with time-management?
Would COMPANY REPRESENTATIVE like a secondary approver for backup when she is unavailable, or should all posts be delayed until her review?
Should each department designate an individual for finalizing their submissions to avoid last-minute changes?
Is there an internal communication channel (e.g., Slack, Teams) we should use for rapid communication between AAIR and department contacts for urgent updates?
Would it be helpful to have an onboarding guide or periodic training for staff involved in the social media process?
Are there any brand guidelines or previous campaign examples that departments feel would serve as good models for our ongoing messaging?
Would the team like a defined protocol for handling crisis communication or urgent posts that may impact reputation or investor relations?
Who would be the primary point of contact in the event that urgent crisis management is needed?