An SOP describing content best practices, including the naming convention standards for content Service Lists and Decks.

Naming Conventions

• Decks and Service Lists
  • This is for your main content deck for the client which would have a minimum of Facebook services attached, if applicable.
    • 1 - Client name from Salesforce – Facility ID (FID - found in Salesforce)
      • There is a space, dash, space between the pieces of
        information.
  • Services only that are not posted to Facebook due to the content type or dimensions.
    • Account name – which platforms posting to (ie – Google, Twitter, Instagram, LinkedIn, etc.)
  • Group for posting engaging, seasonal, promotions/rebates, etc.
    • Group name should be the same as the Deck (ex.- Group 1 – engaging – amount of times posting per week)

Content Requirements

• Timely content (promotions, events, seasonal, holiday hours, giveaways, etc.) needs to be scheduled, not in a Deck.
• Decks can go out year-round, and be a set it and forget it content strategy
• Recycling main client Decks need to have a minimum of 60 posts at one time.
• 75% of recycling service content in clients’ main deck needs to be branded using client colors and logo.
• 75% of recycling service content in clients’ main deck needs to have appropriate Call To Actions (CTAs) including website links, clients’ phone numbers, clients’ street address, links to their social media platforms, etc.
  • Channel tag fields:
    • Phone number
    • Website
    • Website – Appointments
    • Website – Services
    • Website – Promos
    • Address
    • Review Site – Google
    • Review Site – Facebook
    • Twitter link
    • Instagram link
  • For multi-locations, utilize a location finder from the client’s website, location landing pages from the client’s website, or use verbiage like ‘Visit your nearest location/store’ or rotate location information.
• Engaging content should NOT be used for Google Posts due to the nature of the platform and posting dimension requirements.

All content, regardless of the category or type of post, should meet the following expectations:

• All verbiage is grammatically correct.
• All information is accurate and has been fact-checked.
• Absolutely no political or religious content.
• Humor is appropriate for all ages.
• No Curse words, drug references, weapons

Graphic Quality-

• Memes with imgflip watermarks are okay
• Memes style has lower quality so use your judgement
• Avoid all other watermarks, content should be created in house for authenticity

Expectations for Informational Content-

• Avoid obvious information with Informational posts.
• Get your point across using fewer words.
• Fact-check your information.
• Use introductions for information that may seem random. (If it is not automotive content, an introductive statement should be applied:)
  
  • Fun fact
  • Did you know?
• Must be created by graphics team.

Expectations for Memes-

• Avoid overused viral memes that everyone has seen.
• Absolutely no religious or political content.
• Make sure the images are high quality.
• You may create your own memes using a meme generator.
• You may not use copyrighted memes. (ex. “Someecards” or “Yourecards”)

Expectations for Engaging Content

• Avoid inappropriate questions.
• Utilize different engagement strategies in each queue.
• Be creative and try new things.
• Keep track of answers and add them to the answer key.
• Must be created by graphics team.

Deck Requirements

• Status of Deck (for recycling, main client Decks):
  • Red = 60 pieces of content in the Deck or less
  • Yellow = 120 pieces of content in the Deck or less
  • Green = 240 pieces of content in the Deck or less
• If a Deck needs to be paused for any duration of time, a reason for the pause will be required to be submitted.
• Make sure the content is shuffled so there is an even distribution of service content (i.e. - no alignment, tires, oil change, etc. posts one after another/back to
  back).
• If an automotive client requests a content strategy outside of our SOP, it is required that you first speak with the client about the importance of our content
  strategy and add some engaging content (once or twice a week).
  
  • If the client insists that they want a different content strategy from there, you must pitch the new content strategy to your supervisor for approval.
    From there, your supervisor with work with the development team to ensure failsafes are in place to prevent posting errors.
• One-off industry clients should have the same deck requirements. See supervisor for questions or content approval.