A social media SOP that keeps posting consistent

Key takeaways

A social media SOP (standard operating procedure) is a short document describing exactly how your social media is run: what is posted, when, by whom, how it is checked and how replies are handled. It keeps posting consistent when people are ill, on holiday or leave. One or two pages is enough.

• 1 to 2 pages is enough. Longer SOPs are not read.
• 7 sections: channels, cadence, series, templates, checks, replies and logins.
• Store logins in a password manager, never in the SOP itself.
• Test it by asking someone else to run a week from it.
• Review it every 6 months or after any major change.

What is a social media SOP?

A social media SOP is a written procedure that sets out how a business runs its social media day to day, so anyone with access can maintain the same standard. It differs from a social media policy, which sets rules for staff behaviour, and from a strategy, which sets goals and direction.

• Why consistency matters more than going viral on social media
• Social media policy for UK small businesses

What should a social media SOP include?

• Channels: which accounts you run and their purpose.
• Cadence: posts per week per channel and the publishing days.
• Series: the recurring formats and what each contains.
• Templates: where the design templates live and how to use them.
• Checks: the quality checklist and who approves posts, if anyone.
• Replies: response times, tone and what to escalate.
• Access: who holds admin rights and where logins are managed.

• A social media approval workflow that does not slow you down

How do you write it quickly?

Write it while doing the work. Over one normal week, note each task as you do it, then organise the notes under the seven headings. Use plain language and short bullet points. Include screenshots only where a step is genuinely confusing.

• A weekly social media routine that fits in 3 hours

How should access and logins be handled?

Keep at least two named admins on every account, using business-owned email addresses. Store credentials in a password manager, never in the SOP document. When someone leaves, remove their access on their last day. The UK NCSC's small business guidance recommends strong unique passwords and two-step verification for business accounts.

• Your social media manager left: what to do next

How do you know the SOP works?

Ask someone who does not normally run social media to run it for a week using only the SOP. Every question they ask is a gap to fill. Repeat the test after major changes.

What does this look like in practice?

A UK veterinary practice relied on one receptionist for all social media. When she went on maternity leave, the accounts went silent for two months. On her return, we helped her write a two-page SOP. The next time she was away, two colleagues maintained the schedule without a gap.

• See client work

What does a one-page SOP look like?

• Channels: Facebook and Instagram. Purpose: local enquiries and trust.
• Cadence: Monday, Wednesday and Friday at 08:00.
• Series: Job of the Week, Question Wednesday, Team Friday.
• Templates: shared design folder, one per series.
• Checks: spelling, facts, customer consent, location named.
• Replies: 09:00 and 15:00 daily; complaints to the owner within one hour.
• Access: two admins, business email, password manager.

• A weekly social media routine that fits in 3 hours

How does an SOP support multiple locations or teams?

When several people or branches post, the SOP is what keeps standards aligned. Each location follows the same cadence rules, templates and reply standards, with a short local section for its own details. A central owner reviews compliance monthly.

• Consistent social media across multiple locations

Next step

Draft your SOP this week using the seven headings, then test it with a colleague next week.