Social Media Maintenance SOP

Social Media Maintenance

Preparation

First, familiarize yourself with the client's brand and voice.

• Review the client's website, past social media posts, and any provided brand guidelines.
  • You can find this information in the “SOP” under docs & files in Basecamp.
  • Example: Dartem’ Up
• Take note of the client's tone, style, and preferred language or phrases
• Understand the client's target audience and their preferences

Daily Maintenance Tasks

• Review all notifications, including comments, messages, or other engagements.
  • Go through all accounts associated with the client: FB, IG, LI, GMB, X, etc…

Meta Business Suite (IG/FB)

You can use Meta Business Suite to access all the comments for an account and other notifications. Check both Facebook and Instagram if they have both.

• Responding to Comments
  • Like and respond to all comments in a timely manner. You do not need to reply to all comments but answer any questions. (aim for a response within 24 hours)
  • Use the client's brand voice and maintain a professional, respectful tone
  • If you do not know how to respond, do not respond (especially for negative or sensitive comments). Instead, copy the link to the post and add it to the daily maintenance list for the Social Media Coordinator to review. Also, add a star to the comment on Business Suite
  • DO NOT respond to messages for RMHC Memphis, 13 Ugly, or TLA
• Reshares
  • Check how many times each post was reshared
    • Like/love each of the reshares 
• Negative Comments
  • For negative comments, there are a few methods to respond based on the client. If you are unsure, do not respond. 
    • In many cases, we will send the message to the client to ask them how they would like us to respond (and to make sure they see it).
• Spam Messages
  • We have a lot of spam messages coming in. Some spam messages include
    • “Your account will be deactivated/deleted”
    • Repeated comments
    • Sending you links with no context
    • Asking you to click on a link, follow the profile or other solicitation
    • Explicit images/videos
  • Report as “Spam” and hide the comment (block the profile if it’s an option)

One example of Spam (that looks fine at first):

Google My Business

• Responding to Google My Business Restaurant Reviews
  • Address all comments, both positive and negative, in a timely manner (aim for a response within 24 hours)

Always address the customer by name unless they have an odd username.

• Use the client's brand voice, utilizing key SEO words that would optimize the restaurant in search results.
• Utilize this restaurant review template, and feel free to add more templated recommendations as you come across particular reviews Restaurant Review Template Responses
• If you do not know how to respond, do not respond. Instead, copy the link to the post and add it to the daily maintenance list for the Social Media Coordinator to review.

Other Notes (all accounts)

• Managing Direct Messages
  • Check and respond to messages in the client's inboxes on all platforms daily.
  • Use templates for common inquiries, but personalize responses to address the individual's specific needs or concerns.
  • If you do not know how to respond, do not respond. Instead, copy the link to the post and add it to the Daily Maintenance List for the Social Media Coordinator to review.
• Customer Feedback
  • If you see any customer feedback (like reviews or comments), make note of that.
  • Add all feedback to a list if it fits one of these categories
    • Could the feedback help us retain more customers? Add it
    • Could the feedback help us improve business operations? Add it
    • Is the feedback non-constructive, hostile, or not helpful? Ignore
  • Share this list with the Social Media Coordinator every week or so to address the feedback with the client.
• Resharing Social Media Content
  • Identify and share posts that tag the client on our stories (i.e. if someone visits a restaurant and posts about their experience).
    • ONLY reshare positive content that looks professional. If you are unsure about a post, add it to the daily maintenance list for the Social Media Coordinator to decide.
    • If the content is very good, you can also make the suggestion to the Social Media Coordinator to create a new post to highlight this content. If so, add it to the daily maintenance list and make a note.

Deliverables

At the end of each day, you should have the “Daily Maintenance List,” which you can share on #socialmedia. Each item you tag in the list should have

• The client’s name
• The link to the post
• The reason you added it to the list
• Any other comments (give us as much detail as possible!)

Example Daily Crosscheck/Maintenance List

6/21 Daily Crosscheck List

• Pomodoros- GMB post
  • The image did not upload correctly
• Golden Arrow- IG post
  • The caption was missing the last word “... today!” in the editorial

6/21 Daily Maintenance List

• Pasta Faire- IG post
  • The caption by [insert name] asked a question. I wasn’t sure how to answer it
  • Possible answer: “Yes we are open at 2 pm on Fridays”
• Fairfield- FB direct message 
  • They are asking a question I do not have the answer to