With over 5 billion social media users worldwide, platforms are ideal for promoting products and connecting with customers. Here are eight tips to help you publish content smoothly and effectively.

Most organisations have made social media marketing part of their core strategy. To stay relevant and stand out, you need to post regularly, sometimes multiple times a day, across different channels.

Without a solid plan, this quickly becomes exhausting.

1. Define Roles

Whether you’ve got a whole social media team or just one person, be clear on responsibilities.

  • Who comes up with content ideas?
  • Who manages the content calendar?
  • Who creates the posts?
  • Who schedules and publishes them?

And don’t forget to include everyone who needs access to the calendar, like your webcare team. They need to know what’s going live so they’re ready for any responses.

2. Create a Workflow

Once roles are set, build a workflow that maps out the process from creation to approval, scheduling to publishing. A good workflow keeps your content flowing consistently across all platforms.

3. Plan Content Ahead

Building your social media calendar in advance ensures high-quality content that supports your wider strategy. It means fewer gaps in your schedule and no missed business opportunities like product launches, events, or holidays.

4. Leave Room for Spontaneity

Plan ahead but leave space for what’s happening right now. Spontaneous posts tied to current events or trending topics drive engagement and show you’re on the ball. Be open to jumping in and interacting in real time.

5. Use a Publishing Tool

Manually scheduling content across every platform soon becomes a full-time job. A publishing tool lets you manage all your social media in one place – saving time and letting you schedule posts for after-hours or timely moments without effort.

6. Keep an Eye on Scheduled Posts

Monitor upcoming content and adjust or remove it if needed. Circumstances can change – a crisis or unexpected event might make a post inappropriate. You don’t want to be that brand posting on Remembrance Day during its moment of silence.

7. Engage Proactively

Your work doesn’t stop once the post is live. Engagement is a two-way street like, reply, and respond. Proactive interaction keeps your audience involved and shows you’re listening.

8. Analyse Your Performance

Use social media analytics to track how posts perform across channels. Experiment with different formats. Infographics might work well on LinkedIn, while GIFs or videos could resonate more on Facebook. Each platform has its strengths and preferences; knowing what works where helps you maximise your content’s impact.