Choose the conversation
Define the audience and the kind of interaction you can sustain. A channel should have a purpose beyond being another place to repost a link. Decide what questions you can answer and who will respond.
Make the next step clear
A post and its destination should tell the same story. If someone follows a link for a checklist, take them to that checklist. Use descriptive link text and a consistent campaign naming convention so the team can understand its own reporting.
Review quality alongside activity
Record the questions, replies and useful conversations as well as reach. A posting calendar should leave room for corrections and changed plans. Respect people’s permissions when sharing their words, images or account details.