Social Media Governance Playbook

Consultant note: This framework draws on Funk, T. (2013) Advanced Social Media Marketing for the governance structure and Social Media Command Centre concept, and on Chaffey, D. (2024) Digital Marketing: Strategy, Implementation and Practice for the operational and measurement layers. Advise the client that this framework should be reviewed by their legal counsel and aligned with their HR policies before rollout.

Use when

• Generates a complete social media governance framework for medium-to-large organisations that are professionalising or restructuring their in-house social media function. Covers organisational structure, RACI model, staff certification programme, escalation protocols, Social Media Command Centre (SMCC) design, agency/vendor management, after-action reviews, and the internal social media business plan template. Invoke this skill when a bank, NGO, large SME, or government body asks how to set up, restructure, or formalise internal social media management. Distinct from playbook-social-media-policy, which governs what employees may or may not post on personal accounts.
• Use this skill when it is the closest match to the requested deliverable or workflow.

Do not use when

• Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
• Do not use it when another skill in this repository is clearly more specific to the requested deliverable.

Workflow

1. Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
2. Follow the section order and decision rules in this SKILL.md; do not skip mandatory steps or required fields.
3. Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.