SOP: Engagement Posts

Your first assignment

This is your first real, hands-on piece of work. We’ll do the first one together; after that it becomes a weekly responsibility.

What an engagement post is

A short, conversation-starter social post about keys, locks, and building security — posted to Facebook and LinkedIn. The goal is engagement, not a hard sell: a question or relatable scenario that gets our audience to react or reply. We show expertise through specificity, not by saying “we’re experts.”

Social media is our #1 organic-marketing priority right now, and these posts run Monday / Wednesday / Friday at 10:00 AM (Buffer handles the timing automatically). On the funnel, this is Awareness, Tier 1.

Two versions, same idea, different register (see tone by channel):

• Facebook: casual, human, relatable, occasionally funny.
• LinkedIn: professional but approachable — reference industries, scale, our 60 years; B2B framing.

What good looks like

Facebook: “Quick poll for the property managers out there: how many sets of keys do you think are floating around your buildings right now? (The real answer is usually scarier than the guess. 🔑) A restricted key system fixes that — nobody copies a key without you knowing.”

LinkedIn: “Most facilities teams underestimate how many unauthorized key copies exist across their portfolio. After a tenant turns over, every old key is still a working key — unless the system is built so they can’t be duplicated. Restricted keyways close that gap. How does your team track key control today?”

Both are specific, show we know the customer’s world, and invite a reply. Neither says “call now.”

Before you start — the inputs

1. The content calendar — the active engagement-post calendar tells you the week’s topics so we’re not repeating ourselves. (Garrett will point you to the current one.)
2. The brand checklist — Brand Voice & Guidelines, Part B.
3. Past posts — so you match our voice and don’t repeat a recent topic. Claude can search our content catalog for past captions (see Using Claude); or scroll our Buffer/Facebook/LinkedIn history.

The steps

1. Pick the topic

From the calendar (or propose one). Good engagement topics: key control, rekeying after tenant turnover, “did you know we also do ___” (access control!), safe myths, a relatable lockout story, a behind-the-scenes look at the team. Tie it to a commercial audience wherever possible.

2. Draft it (with Claude)

Use Claude for a first draft — it’s faster than a blank page. Paste in the brand voice and ask for a Facebook version and a LinkedIn version. See Using Claude for exactly how to prompt it. Claude gives you a starting point; you make it ours.

3. Make it on-brand (this is the real work)

Edit the draft against the brand guidelines:

• Specific, not generic. Add a real detail or number.
• Engagement-first — is there a genuine question or hook? Would you stop scrolling?
• Right register for each platform (casual FB / professional LinkedIn).
• Run the pre-publish brand checklist.
• Translate any internal slang (no “hold jobs,” no “the cage”).

4. Add a visual if one fits

Engagement posts can be text-only, but a photo or simple branded graphic helps. Options: a real job photo from our catalog, or a quick branded tile in Canva. Instagram requires an image — skip IG if you don’t have one and note that a visual is needed.

5. Send it to Garrett for review

Create/update the ClickUp task with both versions and set it to review. Nothing queues or publishes before approval — this is the rule for now. Revise on feedback.

6. Schedule it in Buffer (after approval)

Once approved, the post goes into the Buffer queue and posts at the scheduled Mon/Wed/Fri 10:00 AM slot. Garrett will walk you through the exact Buffer steps — the flow is always draft → review → approve → add to queue, never publish directly.

The weekly rhythm (once this is yours)

Day	What you do
Monday	Confirm this week’s 3 posts are queued in Buffer; create any that are missing.
Wednesday	Check engagement on Monday’s post; flag any replies that need a human response.
Friday	Quick scan of the week’s performance; note what worked. Draft next week’s posts.

Guardrails

• When a topic feels off-brand or you’re unsure — ask before publishing. Always.
• Check the calendar for holidays/sensitive dates; don’t run a casual/funny post on a somber day.
• If Buffer won’t connect, put the final copy in a ClickUp task marked “Ready to Publish” so it can be posted manually — don’t let the week’s cadence slip silently.
• Never publish directly. The flow is always draft → review → approve → queue.

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Source: the Social Media Manager workflow in the marketing runtime. Last updated: 2026-06.