Separate organic and paid roles
Regular publishing and paid campaigns can serve different goals. Define the audience, creative, destination, and budget for advertising rather than treating every organic post as something to promote. Use dated records rather than relying on memory at the next review.
Define response windows, approved routine answers, and escalation for complaints or sensitive requests. Give staff a way to review exceptions. Choose a decision maker who can resolve conflicting feedback.
Make the plan fit your market
For an audience in Madison, use genuine service-area information, staff knowledge, customer questions, and events the business is actually involved in. Get permission for customer photos and confirm local offers before scheduling posts. Use verified business information when addressing the Madison audience.
Give each post one message and an appropriate next action. Short video needs readable captions and an opening that explains why the viewer should continue. Keep a record of permission for any customer story used publicly.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities