A dozen comments and shares—you wake up and rejoice: the company’s post was well-received by the audience. Then you see angry comments: there’s a clear mistake or offensive information in the post. Why did this happen? Your company lacks an approval process—you don’t see the posts before publication.

Why is control necessary?

Content must align with the brand's marketing strategy. Tone of voice, consistent style of publications—all of this must be adhered to. People are not robots: a copywriter might stray from the company’s tone, and a designer might overdo the creativity.

In expert publications, the information must be reliable. Not every SMM specialist can accurately explain swaps for hedging risks. Their job is to convey information clearly. The job of the approving professional is to fact-check.

When there’s no approval chain, mistakes appear in posts. It’s not just about typos—outdated data, incorrect promotional terms. One department of the company didn’t pass information to another, and as a result, the subscriber receives incorrect data.

How to set up an approval chain

Define the roles and responsibilities of the team. Choose a specialist who writes the text and selects illustrations. Find someone who will review the drafts. Finally, agree that you will be the final link.

You shouldn’t be a supervisory body checking everything "from" and "to." Discuss with the team why approval is necessary. To speed up the process? To monitor the company’s tone? To fact-check? If everyone knows the goal, the work will proceed faster at all stages.

What difficulties can arise:

• there’s no single platform for collaboration,
• information has to be sent through different messengers,
• the "telephone game" effect occurs.

Find a platform that automates the process. Our option is Postmypost.

How to set up team collaboration

The Postmypost service allows you to streamline team work through shared access to posts, comments, and analytics.

For example, in your company, the workflow is structured as follows:

• the SMM specialist drafts the brief and gathers information,
• the copywriter writes the text,
• the proofreader reviews it,
• the designer works on the illustrations.

For such a chain, the stages "Information," "Text Writing," "Proofreading," "Design," "Approval," and "Publication" are suitable. At the "Approval" stage, the manager receives a notification: content needs to be approved before publication.

Each specialist receives a notification at their stage. The designer promptly takes on the task after the proofreader, and you immediately review the finished content.

• Open the project settings and select "Work Stages".
• Click "Create".
• Enter the stage name, specify the preceding and following actions. Continue this until "Approval".
• Once all stages are defined, finalize the last action—"Publish". In the chain, it should be the last step.
• Click "Save".

In the post editor, a button with the stage name will appear. When a specialist completes their step, they click on it—at that moment, the next employee receives a notification.