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By being super clear on brand messaging and the tone of voice used on social media platform, businesses can eliminate blunders.

Whether created in-house or outsourced, social media content needs a system of checks including fact-checking, context and cultural relevance and, of course, the critical timing of published posts.

Combining some scheduled posts with agile, creative content allows for some flexibility and to be truly part of the conversation.

By Jo Gifford, content strategist and founder of Killer Content Academy