In-keeping with the last point, whilst forming your content plan, deciding who will be responsible for the channel is a key piece of the puzzle.

Without a dedicated person (or team if you are lucky), social media can bumped down the list of priorities over time meaning that updates can become infrequent or non-existent. We have seen this mistake many times and are sure you have too.

- Keeping each social presence up to date with content relevant to its audience can become impossible so content is shared with a broad-brush approach 

- Social profiles go days, weeks, months and even years without an engaging update (that your competitors may be taking advantage of)

- Profiles lose tone of voice and consistency

- Updates lack purpose

- Allocate a person(s) to take responsibility for planning and managing your social media strategy – if you don’t have the in-house expertise, look to outsource

- Give them clear priorities

- Give them time to do it (on top of their existing workloads)

- Give them the tools to save time e.g. Hootsuite or Sendible to schedule posts, to trigger actions based on events, Google Analytics dashboards etc.

- Agree processes for planning, approval and publishing