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Best Practices: Marketing Cloud - Managing Social Channels Using Approval Rules

Knowledge Article Number 000240589
Description Setting defined approval rules effectively limits who is able to publish directly to your Social Channels. This helps to protect your brand identity, adhere to internal compliance procedures and ensures a consistent tone/ voice across all channels. In this article we’ve outlined some best practices when using this feature.
1.  Create an Approval Hierarchy 
It is an industry best practice to define who in your organization will act as the approver or set of approvers. Appoint a full-time individual who will be able to approve posts on an ongoing basis. If your team posts content around the clock, it is important to have an approver in all major regions (e.g. AMER, EMEA, APAC). Remember to ensure that approvers have been clearly defined for all of your Social Channels as the same individual in charge of your Facebook account could differ from the user who oversees the Instagram feed. 
Common Use Case:
A new blog post has been curated by your Marketing team, and features an interactive review of your new product line. The author of the blog post can log in to the Social Studio to draft the post to the Social Account of their choice. In addition, they can customize the content (link to the blog post and short write up) and define the general format of the post (as it would appear natively). The user can then schedule the post and submit for approval. The owner of this Social Channel will receive a notification to review the post. The approver can then check grammar, formatting and media for any inconsistencies and make changes if necessary. The last step is to approve the content to ensure that the post will be published for the scheduled date and time.

2.   Appoint a Backup Approver
Moving forward, ensure that you have mapped out your approval hierarchy to cover any gaps in the approval process. It is also important to have a back-up approver, should the initial user not have the ability to approve the content (e.g. vacation, training, technical difficulties).
3.    Review Regularly

The general rule of thumb is to define an internal review date to continuously update your approval hierarchy as your Social Media efforts grow and mature. 
For example: If your team now posts localized European content from your office in Berlin, you may want to change the approver from someone in the New York HQ to the head of the Marketing Team in Germany. 

During each review, asks your team how the process could have been streamlined. By making small changes to your approval process, you can easily identify how to avoid delays in the future.
4.    Be Mobile

Don’t hold up progress waiting for approvers. The Social Studio mobile app enables users to approve posts from their mobile device.  The user will be notified of a pending approval via push notification and can either approve the content or reject if changes are needed.

It is important to note that not all users MUST go through approval rules. Again, by carefully mapping your hierarchy, specific users may be able to schedule or publish a post in real time without going through the approval process. 
Approval rules are an easy way to manage your Social content before it goes live. For more information on approval rules including steps for how to create one, check out the resources below from our User Guide.
Social Approval Rules
How to Create Approval Rules
Common Use Cases


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