Social media drafting
Most businesses know what they would post if someone had the time: the project finished on Tuesday, the new starter, the question clients keep asking. This role turns the week's work into draft social media posts in your voice. A person approves and publishes each one.
The role in brief
Drafts posts for your company's channels from what the business did that week, in your voice, for a person to edit, approve and publish.
Wherever your news already sits, such as a calendar, project system or shared folder, and the chat where you approve.
The marketing manager or the owner. Every draft goes to them. Drafts that name a client, a person or a regulated product are marked for a closer look.
Drafts ready on schedule, drafts approved as written, and time waiting for approval.
Who writes the company's posts today
It is usually the owner on a Sunday evening, or a marketing manager with a content calendar and nothing to put in it, because the news lives in other people's heads and inboxes. Posts go out in a burst, then stop for a month. When one does go out, the check against the sector's advertising rules is done from memory.
The channel that goes quiet
A company page whose last post is months old tells a prospect something before they have read a word. The material is usually there in the team's week; collecting it from them, every week, is nobody's job.
A post that breaks advertising rules
The CAP Code, which the ASA applies, covers a business's own social media. A prescription-only medicine such as Botox cannot be advertised to the public, and CAP's advice is that any reference on a clinic's social pages, hashtags included, is likely to count. The agent marks such drafts, and your approver decides.
Client work posted without permission
The best material is often a client's project, and a client's name, results and photographs are theirs to release. An agency under a non-disclosure agreement needs the client's agreement on record before the post, and a clinic needs the patient's consent on record before it posts their photograph.
How a week's work becomes a post
A content calendar and a chat channel can feed the agent, which gathers, drafts and redrafts. It does not post to your accounts; a person approves and publishes each one. Your sources and example posts are agreed at the start.
Gather
Collects what happened that week from the sources you agree, such as completed projects, events in the calendar and notes your team drops into a chat channel.
Nothing.
Draft
Writes each post for its channel, in your tone and from examples you have approved, and marks anything that names a client, a person or a regulated product.
Nothing.
Approve
Sends each draft to the approver in chat, takes edits and comments, and redrafts until it is approved or dropped. Keeps a record of who approved what.
Every post. A person checks the facts, the client's permission and your sector's advertising rules.
Publish and log
Hands over the approved text for the day you chose, reminds the approver if that day is about to pass, and records the post once it is confirmed as published.
Publishing. A person posts from your accounts.
Drafts ready on schedule
The share of your agreed posting days on which a draft was waiting for approval beforehand. Reviewed with you each month.
Drafts approved as written
How many drafts were approved unchanged, approved after edits or dropped, counted from the approval record. It shows whether the drafts sound like you.
Time waiting for approval
How long drafts sit between reaching the approver and a decision, which shows whether the schedule suits the people approving.
Marketing, creative and digital agencies
The agency's own channels, drafted from the work that shipped, with the client's sign-off on record before their project is named.
Private clinics
Posts about the clinic and its team, with anything touching a prescription-only treatment held for the practitioner, under rule 12.12 of the CAP Code.
Questions owners ask
Does the agent post to our accounts itself?
No. It drafts and a person publishes, from your own accounts. We do not automate a client's social accounts, LinkedIn included. The approved text reaches you in the chat where you approved it, ready to paste or schedule on the day you chose.
Will the posts sound like us, or like AI?
They start from your own material: what your team did that week, written in the manner of posts you have approved as examples. A person who knows the business edits or approves every draft. Drafts needing a rewrite are counted, and we review that count with you.
We are a clinic. Can it write about our treatments?
It can draft, and your practitioner approves. The CAP Code says prescription-only medicines may not be advertised to the public, and the Code covers a clinic's own social media. The agent marks any draft that mentions a treatment, so the person approving knows to check it. The judgement on what may be said is theirs.
Can it draft for our clients' channels as well as our own?
Yes. For an agency it can draft routine posts on a plan the client has already agreed; your team edits and approves each one, and the client's sign-off stays where it is in your process. The ideas and the campaign thinking are your work.